Red Cross Targeting NASCAR Fans With New Marketing Effort
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Red Cross Using Sponsorship Of Biffle
As Part Of NASCAR-Centric Campaign |
The American Red Cross (ARC), as part of its "first corporate-style marketing effort," this year launched Red Cross Racing, which "aims to turn the more than 75 million fans of the NASCAR racing circuit into regular blood donors," according to Elizabeth Olson of the N.Y. TIMES. The Red Cross sets up tents at NASCAR races and allows fans to "pick up literature and register online to donate blood." No blood is collected on site. Red Cross National Accounts Manager Vicki Thomas said that the organization's goal at Talladega Superspeedway in April was to "have 4,000 fans register [that weekend], but it ended just short of that number." Olson notes more fans have registered online at redcrossracing.com. All registrants are "enrolled in a sweepstakes and also earn points toward small prizes like caps, T-shirts, jackets and die-cast model cars." 3M, one of the primary sponsors of the Roush Fenway Racing No. 16 Sprint Cup Series entry driven by Greg Biffle, "offered to donate advertising space" on the car to the Red Cross. The organization's logo appeared on the hood of the car during the Aaron's 499 in April and will make a second appearance during the Checker Auto Parts 500 at Phoenix Int'l Raceway in November. In addition, the logo will be on the "car's side in eight other NASCAR races this season." 3M Senior VP/Sales & Marketing Robert MacDonald said that the ad space on the car's hood is "worth about $500,000 each race.” However, MacDonald added, "More important than the money is a marketing program that is working for the Red Cross and one that they can build on" (N.Y. TIMES, 6/13).
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