CLIENT: Charlotte Motor Speedway
MARKETS: Charlotte, NC; Greenville/Spartanburg, SC; Myrtle Beach, SC; Wilmington, NC; Fayetteville, NC; Raleigh, NC; Durham, NC; Greensboro, NC; Winston-Salem, NC.
MESSAGES: Drive online voting, social media and ticket sales via a singing contest: Consumers competed for a chance to sing the National Anthem or God Bless America live before a NASCAR race on national television.
DATES: May 1-15, 2013
PROGRAM ELEMENTS: Branded custom 12’ Glass Box Truck, video recording kiosk, branded sampling tent and tables, NASCAR Xbox video game. 2 managers and 1 BA.
OVERVIEW: The Charlotte Motor Speedway (CMS) is one of the premier NASCAR racing facilities in the country. This program was launched in Charlotte, NC and traveled for two weeks in markets within 100 miles of the city. The goal of this program was to increase awareness of the Charlotte Motor Speedway races in May, sell tickets plus drive online and social media traffic. Consumers went into a custom built mobile studio inside a 12’ glass box truck to record a :60 second video of themselves singing the National Anthem or God Bless America and then posted on a microsite. Consumers voted online and the singers of the top 3 videos got to sing before one of the races at Charlotte Motor Speedway in May, 2013. CMS also brought in two sponsors: Best Buy and Coca-Cola. Our team conducted 2 activations per day: lunch time stops at a food/retail location for Coke; and a Best Buy store for the after work crowd. At each stop, Coke samples were distributed, tickets were sold, and videos were recorded. The "Speedway Superstar Tour” was a massive success online, with social media and in the OOH space: Over 4.7 million OOH impressions; a total of 350 videos recorded; over 48,000 videos viewed online; more than 594,000 page views, nearly 330,000 unique visitors, over 225,000 Facebook postings, and over 9,000 twitter postings