The Array team effectively executed a social and event ‘activation’ strategy for our client Winston Products with their brands SmartStraps and TowSmart at Charlotte Motor Speedway for the Bank of America 500 Race. We capitalized on NASCAR’s ability to draw a large number of key consumers in one place.
In partnering with Richard Childress Racing, our goal for the race was to first create and execute an event that draws interest. Second, to develop a plan that would allow for social engagement. Third, integrate a cross-channel marketing campaign. And finally, create a follow-up strategy that both drives consumers to retail and incentivizes those same consumers to share their experience with family and friends.
The grand prize, and main attraction, included a custom wrapped Polaris ATV, a utility trailer, cooler, straps and towing accessories worth an estimated $20K. Attendees also entered for a chance to go to ‘the pits’ and meet NASCAR driver Paul Menard.
Array was responsible for creating the on-track promotions, including the following: full POG setups for both SmartStraps and TowSmart, event games (like TowSmart Plinko) with branded prizes (straps, t-shirts, koozies, bungees) and a unique photo-op — an oversized SmartStraps chair made from SmartStraps webbing used to push a social hashtag and garner likes on Facebook for both brands.
“My relationship with Array Creative is nothing less than outstanding! The Array group, without exception, has provided me with the creative tools needed to close business deals.”