Objective – Secure stronger retail support for products around the racing timeframe and drive increased consumer purchase while bringing together Jim Beam’s NASCAR sponsorship with Robby Gordon and IRL team, Andretti Green Racing.
Solution – Create a unique consumer sweepstakes and incentive to Jim Beam sales associates, Jim Beam 1100, to include a trip to the Indianapolis 500 and the Coca-Cola 600 and strengthen the brand’s position as “The Official Spirit of Racing.” The event weekend was complete with private air transportation from Indy to Charlotte, first-class hotel accommodations, skybox hospitality, pit and garage tours and driver meet-and-greets.
