On August 23, NASCAR Performance, NASCAR’s exclusive Automotive marketing program, launched the Ultimate NASCAR Performance Make-Over Sweepstakes at www.NASCAR.COM/makeover. This sweepstakes gives fans a chance to win a vehicle make-over courtesy of Goodyear Gemini and parts provided by NASCAR Performance automotive partners, as well as a fan make-over featuring NASCAR licensed products, and finally a VIP trip to the NASCAR Sprint Cup Series Ford 400 in Homestead-Miami Speedway.
The sweepstakes, which runs through October 19, is on record pace to become one of the most successful promotions ever on NASCAR.COM. In just four weeks, the sweepstakes has garnered 85,000 entries with an average of more than 21,000 entries per week, more than double the average NASCAR.COM sweepstakes.
In addition to providing entry into the sweepstakes, the microsite offers fans the opportunity to learn more about their cars and NASCAR Performance partner products/services, while engaging them to actively think about proper vehicle maintenance. Fan engagement with the site is also considerably high with more than one million total page views and an average of seven minutes spent on site per user.
“One of our primary goals going into this was to find an interactive way to engage fans and communicate our message take care of your car today and it will take care of you tomorrow. Given the numbers so far, I believe we have succeeded in that goal,” said Odis Lloyd, managing director of NASCAR’s Automotive division. “This promotion at its mid-point is shaping up to be one of the most successful ever launched on NASCAR.COM. That is providing measurable value to our partners.”
In addition to highlighting each partner on the sweepstakes microsite and rewarding fans with partner products, automotive partners were also encouraged to activate around the promotion. For example, WIX (www.wixfilters.com) and NASCAR Technical Institute (www.uti.edu/NASCARTech) have posted co-branded banner ads on their websites to help drive traffic to the sweepstakes microsite and to reinforce the affiliation between the NASCAR Performance brand and their respective brands. Goodyear Gemini has activated the promotion at retail with posters and tear-pads in all 2,100 locations across the county.
“NASCAR fans are the most brand loyal in all of sports,” said Mark Boswell, manager, Goodyear Gemini Program. “Thus, strengthening the connection between the Goodyear Gemini brand and the NASCAR brand through in-store promotion provides more value to our program.”
NASCAR Performance partners are chosen as leaders in their respective categories and the program is designed to connect fans with the automotive products and services that share the power, precision and performance that is NASCAR.