SBJ/20090629/SBJ In-Depth

Amp offers new version of sign and drive

No one in NASCAR attracts a larger crowd of autograph seekers than Dale Earnhardt Jr., who will return the favor in November when he races an AMP Energy/National Guard Chevrolet painted with the names of his fans.

Under the “Get on the 88” promotion launched this month by Amp and Genesco Sports Enterprises, the first 70,000 fans to sign up at using an e-mail address will have their names painted on Earnhardt’s car during the AMP Energy 500 at Talladega Superspeedway on Nov. 1.

“A lot of times you have a great prize that you’re able to give away, a trip somewhere, but you’re only able to give away a few of them,” said Jeff Filiberto, racing marketing manager for AMP Energy. “You can only actually engage and reward a handful of fans at most. With this we found a way to reward a massive amount of fans.”

If the car runs out of space, AMP will put extra names on Earnhardt’s pit stop banner, car cover or other signage around the track. It will use each fan’s e-mail address to send links to promotions, newsletters, coupons and other online content.

Fans will ultimately get to see their names online or in person. The site is equipped with a mapping program that will show individuals where their names are on the car. Race attendees with their names on the paint job can view the car using computer kiosks at the track.

Aside from giving fans a direct tie to Earnhardt, the promotion pushes people to a redesigned, which features online quizzes about Earnhardt’s past and other content around the company’s investments in action sports. relaunched last month with around-the-clock content meant to give fans a reason to return on a regular basis. The site now has a sports section that posts up-to-the-minute news and allows fans to interact with Earnhardt and others through Twitter feeds, blogs, photo updates and video content.

— Jon Show

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