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Sports Marketing Symposium: NASCAR Boosts Nationwide's Brand Recognition
Published October 5, 2012
In one of the commercials that began airing in July, Earnhardt briefly flashes Patrick’s supposed cell phone number onto the screen. Fans who called the number reached a recording of Patrick promoting Nationwide, and asking for examples of how she could have her revenge on Earnhardt for the prank. Hanley said the number received 54,000 calls and 18,000 voice messages. The group then filmed Patrick calling back a select number of stunned people and put the video onto the website. In the phone conversations, fans expressed their shock and disbelief that the NASCAR star was actually calling them. "People loved the engagement," Albrecht said. The discussion ended with a video of Patrick addressing the SBJ conference attendees, talking about the success of the campaign.