SBD/July 15, 2011/Marketing and Sponsorship

Tag, You're It: Toyota Launching Promo This Weekend Letting Fans Mark Their Coolers

Contest winners will receive a heavy duty Radio Wagon Flyer
Toyota is launching a special promotion at this weekend's NASCAR races in New Hampshire called "Tag Your Wag," which will give fans Toyota branded tags to mark the wagons they use to carry food and beverage to the track. Fans will be encouraged to create a personalized tag for their wagon online. By creating the tag, fans will enter themselves into a contest to win one of 10 heavy duty Radio Flyer Wagons. Toyota will select 10 winners in August and deliver them a Radio Flyer wagon with Toyota racing decals on it. Toyota National Motorsports Manager Les Unger said, "It's kind of a cool deal. We got a little late start on it but depending on how much interest it gets, what we may wind up doing for the fall New Hampshire race is start promotion a little earlier so perhaps we can select winners and physically reward them at the race." The promotion will serve as a data capture tool for Toyota. It was developed in conjunction with Toyota's sports marketing agency, Velocity.
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