SBJ/August 29-September 4, 2011/Marketing and Sponsorship

Dollar General set for Chase promotion

After several years of working with regional grocers to promote the Chase for the Sprint Cup, NASCAR landed its first national retail promotional partner.

The sanctioning body signed a one-year agreement with Dollar General that will result in an in-store promotion around the Chase for the Sprint Cup at all of the discount retailer’s more than 9,000 outlets.

Dollar General will run a “Race In to Win” sweepstakes in stores through Nov. 12, offering customers the chance to win more than 9,000 prizes, highlighted by a trip to Las Vegas for NASCAR’s championship celebration and a $250,000 giveaway. Promotional materials will be on shelves, flyers and receipts during the next three months.

The in-store promotion will incorporate NASCAR consumer packaged goods sponsors such as Unilever, which will promote Hellmann’s; Coca-Cola, which will promote Powerade; and Kraft, which will promote Oreo.

Dollar General will use Dale Earnhardt Jr., who has a relationship with Hellmann’s through the driver’s Nationwide Series team, for the program in stores, online and in radio ads.

Matt Shulman, NASCAR director of business solutions, said the program is a national extension of the regional promotions the grocer Brookshire’s ran last year in Texas, Arkansas and Louisiana, as well as around the Chase.

Dollar General also sponsors Kyle Busch’s truck in eight races, a full Nationwide Series season with Turner Motorsports, and the Izod IndyCar Series team Sarah Fisher Racing.

NASCAR officials said the deal doesn’t affect its agreement with Wal-Mart, negotiated earlier this year.

NASCAR worked with its retail marketing agency, Bulldawg Marketing, to put together the deal. Dollar General plans to manage the promotion internally.

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