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SBJ/May 21 - 27, 2007/This Weeks News
Promotion built around Montoya
Published May 21, 2007
Texaco/Havoline, the primary sponsor for Juan Pablo Montoya’s No. 42 Dodge, is bringing together several of the sponsors at Chip Ganassi Racing for a sweepstakes built around the popular Colombian driver.
The “42 Days of Racing” promotion kicks off June 17 and will run through July 28. In-store displays and three collectible cups featuring Montoya’s likeness will be distributed at Texaco/Havoline’s 2,200 stores in the United States.
A show-car tour of the No. 42 Dodge at Texaco/Havoline’s retail outlets will support the promotion.
More than 900 cups have been ordered for each location, putting the target audience at 2 million people, said Ann Barker, manager of Texaco/Havoline motorsports and licensing.
“This is part of an effort to rebuild the Texaco and Havoline brands in key markets, many of which match the NASCAR footprint,” Barker said.
Ganassi Racing sponsors Dodge, Memorex and Wrigley also are participating, as is series sponsor Sprint Nextel.
The displays in Texaco-Havoline stores, along with radio advertising, will direct consumers to a Web site where they’ll play a trivia game. If the consumers answer all of the questions correctly — Barker promises they’ll be easy — they’ll be entered into a prize drawing.
The grand-prize winner will take an all-expense-paid trip to the final six Nextel Cup races of the season. Another winner will take home a Dodge Avenger. Other prizes include Memorex 80-gigabyte portable hard drives, autographed Montoya merchandise, Texaco/Havoline gift cards, Sprint Nextel 42-minute prepaid calling cards or one of 121,000 packs of Wrigley chewing gum.
The expense of the sweepstakes was not available.
“The whole concept is to bring the sponsors together, drive traffic to our locations and get people engaged with our brands,” Barker said of Texaco/Havoline’s most extensive campaign yet with Montoya.
Foremost among Texaco/Havoline’s priorities is capturing a database of consumers through their Web visits, Barker said.
Wunderman, Chicago, is producing the promotion.