CarMax is the largest retailer of used cars in the United States. In an effort to grow cultural relevancy and establish the brand as the go-to option in a growing market, the brand looked to BEN to align itself with purposeful characters across the entertainment landscape. BEN leveraged unique relationships and industry expertise to identify multicultural characters in resonating storylines to reach key target demographic across several entertainment verticals. Organic on-screen moments inside late night TV as well as scripted and unscripted content drove significant increases in both brand awareness and consideration.