History-NASCAR Partnership Promotes ‘Ice Road Truckers’ - Event Marketer

History-NASCAR Partnership Promotes ‘Ice Road Truckers’

Event Tours: History-NASCAR Partnership Promotes ‘Ice Road Truckers’

To drive tune-in to this season’s June 8 premiere of “Ice Road Truckers ” cable net History teamed up with NASCAR in a partnership that brought an Ice Road Trucker-themed experience to four track events this season. History also created a series of mini-documentaries that will air during episodes of the series.

“When we had our initial exploratory conversations with NASCAR we discovered we have core values that almost identically line up ” Chris Moseley senior vp-marketing at History told Buzz. “History fans have a real passion for the technology behind ‘Ice Road Truckers’ and an interest in the drivers and the aspect of pushing the limits of mental toughness and endurance against very difficult conditions. There was a lot of crossover in terms of Ice Road Trucker fans indexing high among NASCAR fans. It was a natural affinity and a natural partnership.”

At each race Ice Road Trucker Hugh Rowland appeared and hosted the Ice Road Trucker RC Dash a family-friendly competition in which fans raced fully equipped 1/14-scale custom-designed radio-controlled IRT haulers around a 2 000-square-foot oval synthetic “Ice Road” slick track complete with mountains evergreen trees and fake snow. Rowland signed autographs and participated in various events surrounding the races such as the Freightliner Hauler Challenge at Lowe’s Motor Speedway.

Participants competed for one of four grand-prize packages including an all-expense-paid trip for two to Las Vegas tickets to the Craftsman Truck Series race at Las Vegas Motor Speedway and a Richard Petty Driving Experience.

The experience traveled to Lowe’s Motor Speedway in Charlotte NC (May 16-17); Dover International Speedway Dover DE (May 30-June 1); Pocono Raceway Long Pond PA (June 6-8); and Michigan International Speedway Brooklyn MI (June 13-15). Agency: Civic Entertainment Group New York City.

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