Objective – Increase brand awareness of Nabisco’s official partnership with the NASCAR and Stewart-Haas Racing while incentivizing consumers to purchase Nabisco products and securing additional retail space in c-store chains.
Solution – Develop a sweepstakes specific to convenience stores and offer a VIP race experience to the Daytona 500. Consumers were provided a first-class hospitality including a skybox suite, pit and garage tour and driver meet-and-greets.
