Today we announced a very innovative campaign that redefines performance marketing as we know it.

In cooperation with our partners, NASCAR driver Joe Nemechek of NEMCO Motorsports and Global Media Minds, we launched a new website, www.frontrowjoe.com. With this partnership, Joe has wrapped his #87 car with the www.frontrowjoe.com URL to promote the website during the Daytona 500 this weekend. The website has several of our advertisers (QuoteWizard, MagicJack, JupiterJack, Force Factor, AbCircle, Autos.com, FlexBelt and ResumeBucket) listed on it.

In this program, Joe’s car will give new meaning to the concept of driving traffic! When fans go to www.frontrowjoe.com and click on offers, a portion of each lead or sale goes to supporting Joe’s NEMCO motorsports 2010 NASCAR campaign. This convergent marketing program is the first of its kind. We are integrating a traditional offline channel (car sponsorship) with performance marketing, PR, and social media marketing to deliver value to advertisers, drivers (publishers!) and fans (consumers).

We have leveraged PR, twitter, blogging and facebook to begin the awareness generation for the car and www.frontrowjoe.com. Over the next few days, NASCAR fans will be exposed to this innovative program via press, additional social marketing and the NEMCO team’s cars (Joe’s car is #87, and his other car is #97) speeding around the track for time trials and practice races.  However, the real results will come as fans are exposed to the URL over the race weekend. We estimate that 16-17 million people will view the race this year, giving us a lot of impressions for our URL on Joe’s Cars — which should result in more traffic to www.frontrowjoe.com than the road into the Daytona tailgate on Sunday morning.

We are thrilled to bring this type of innovative thinking to our industry. As you may have been reminded earlier this week, MediaTrust is committed to innovating with our technology, business relationships, and campaign execution. This partnership with Joe Nemechek and Global Media Minds is another example of our commitment to bringing fresh thinking to our industry so advertisers and publishers can leverage our pay-for-performance channel to get real results.

To follow the world’s fastest performance marketer this weekend, follow frontrowjoe87 on twitter, visit  Joe’s facebook page or check out his blog.