Running Down A Dream: Ford Readies NASCAR Season Finale Promo
By Michael Smith, Staff Writer, SportsBusiness Journal
Ford’s flagship motorsports promotion, the “Race to the Dream” sweepstakes, begins next week with the automaker looking to build on the 200,000 consumers who have registered in the three previous years. The promotion, which runs through November 1, contributes to Ford’s pre-race buildup of its Ford Championship Week at Homestead-Miami Speedway, NASCAR’s season-ending weekend. Nine fans chosen by Ford will gather in Miami November 9-11 to race in a Ford driving decathlon of sorts, competing in events such as driving an F-150 truck on an obstacle course and drag racing in a truck while pulling a trailer. The winner receives VIP treatment at the NASCAR events November 16-18. "We wanted something that would offer the ultimate fan experience,” said Ford Racing’s North American Motorsports Marketing Manager Bill Wynne. “With the Ford Championship Weekend, we’re uniquely positioned to deliver quite a payoff.”
GOOD RESULTS: The promotion has become a staple of Ford’s consumer information gathering. Close to three-quarters of those who enter the sweepstakes have requested more information on Ford products, contributing to a database of prospective customers. “These are challenging times we’re navigating,” Wynne said of Ford’s $12.7B in losses in '06. “But what we continue to see is that our involvement in racing offers a positive return.” Ford supports the promotion with racetothedream.com, as well as TV and print ads. Promotion expenses were not available.
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