In order to reach NASCAR fans at Charlotte’s SPEED WEEK in a fun and engaging way, Nationwide Insurance turned to the power of non-traditional out of home to drive people to their “Meet Dale Earnhardt Jr.†contest registration and event.
As part of their ongoing sponsorship of NASCAR, Nationwide is offering a chance to meet the NASCAR racing legend, and promoted the contest via street teams with branded inflatables and some very cool branded bikes.
 
Our goal was to drive NASCAR fans to the “finish line” — that being Nationwide’s event tent. That space was complete with its own race car and the Nationwide team who was ready to register fans for the contest (and to collect valuable contact information for future use).
 
Teams of Brand Ambassadors, with giant inflatables floating above their heads, patrolled the surrounding blocks creating buzz and awareness about the contest. The teams were armed with “VIPPass†style lanyards, and branded backpacks to distribute as promotional items. They also directed fans to the Nationwide registration tent.
 
The teams were able to get right in the middle of the large crowds of pedestrians and moved throughout the downtown area. Many fans were attracted to the large balloons and excited about the chance to meet Dale Jr.
 
To extend the perimeter of the event promotion even farther, a team on Bike Displays rode the surrounding blocks: following the crowds of pedestrians, engaging with fans, and creating further awareness of the contest.
 
To top things off the Bike Displays were even backlit, allowing Nationwide to extend their event into evening hours.
In just three days the team was able to interact with over 9000 die-hard NASCAR fans, including some who will have to wait just a little while before they need to think about insurance.
 
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