NASCAR Sponsors Go Creative To Break Through Corporate Clutter

Roush Fenway Racing’s No. 99 Ford driven by Carl Edwards “will carry a wedding proposal” at Saturday’s NASCAR Sprint Cup Series All-Star Race at Lowe’s Motor Speedway, according to Sarah Talalay of the South Florida SUN-SENTINEL. The message is the grand prize in a contest sponsored by Office Depot and romance book publisher Harlequin Enterprises, and the proposal also comes with a diamond ring and a trip to Sedona, Arizona. Talalay writes the promotion is the “latest example of creativity NASCAR sponsors are using to break through stock car racing’s corporate clutter to reach fans.” Companies are “giving fans new opportunities.” Best Western and Hellmann’s “put fans’ faces on cars, Crown Royal names its race for a fan, and GlaxoSmithKline used becoming an honorary race starter as an incentive to quit smoking.” Office Depot also is holding its fourth “Official Small Business of NASCAR” sweepstakes. Companies with 99 or fewer employees can enter through June 22 to win their logo on the back of Edwards’ car for a race and in a “less prominent spot for several more races.” Office Depot Dir of Sponsorship Doreen Ingenito: “These promotions really allow us to build a stronger connection to our core customers” (South Florida SUN-SENTINEL, 5/15).

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