Thorn Tech, a company founded by NASCAR driver Jeff Thorn, partnered with Sprint to market their app "DriveFirst" using Twilio. The goal was to reduce texting and driving while generating new customer leads for Sprint. Using Twilio, they created an auto-response system that handled over 6,000 incoming calls and SMS messages, making it easy to contact potential customers. This solution allowed fans of NASCAR driver Dale Earnhardt Jr. to receive a personalized message from him, promoting the DriveFirst app and encouraging them to sign up for Sprint. The partnership resulted in significantly boosting downloads of the app and demonstrating the effectiveness of Twilio's services in solving complex marketing challenges.