Alltel Hits Campgrounds to Reach NASCAR Fans - Event Marketer

Alltel Hits Campgrounds to Reach NASCAR Fans

DB_Gold_Alltel_2005 Ex
Brand: ALLTEL
Agency: GMR MARKETING
Awards: EX AWARDS — BEST MOBILE MARKETING PROGRAM
Year: 2005

Alltel wanted to turn NASCAR fans into new customers, so the brand deployed its four-in-one Fan Bash tour at seven Nextel Cup races in 2004. The tour hit premium campgrounds near NASCAR racetracks for three days each between February and November.

At the brand’s 200-foot-by-200-foot site, fans filled out a lead-gen card to get into an interactive exhibit built around multiple mobile vehicles. One featured a 53-foot trailer with Alltel wireless service demos; a separate area showed off a demo car from Nextel Cup driver Ryan Newman; an interactive tire-changing station gave visitors a chance to experience life in the pits; and a radio truck broadcast music and up-to-date racing news.

To drum up additional interest for the event, Alltel sent a vehicle to hotels and retail centers around the tracks. More than 25,000 fans attended, of whom more than 21,000 joined an Alltel racing fan club.

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