Objective – Secure stronger retail support for products around the racing timeframe and drive increased consumer purchase while leveraging a partnership with Nabisco and Chevrolet.
Solution – Since NASCAR has strong appeal to the same target audience: families with kids 6-12, develop a sweepstakes targeting this audience and have the fulfillment coincide with the race season finale at Homestead, FL. To rev up the promotion and strengthen the partnership with Chevrolet, consumers were also given the chance to win one of Tony Stewart or Ryan Newman’s favorite Chevy’s.
