NASCAR Aims to Attract New York City Natives
To turn New York City natives into NASCAR fans and showcase the brand’s partners, NASCAR took over Times Square and the New York City Hard Rock Café to execute a series of events from Dec. 1 to 6, reaching over 480,000 consumers.
Fans interacted with NASCAR partner Aflac at the Pit Stop Tour’s five locations in Manhattan, where brand ambassadors distributed giveaways and entered fans in a sweepstakes to win a trip to the 2009 Daytona 500. Tailgate City, driven by partner Ford, was a block party in Times Square with driver and celebrity appearances, show cars, a BBQ area and a scavenger hunt with tickets to a private acoustic Gavin DeGraw concert as the prize. NASCAR took over the Hard Rock Café for a free, three-day interactive Aflac Fan Fest, which educated consumers on the brand with driver appearances, partner activations, trivia and prize giveaways.