Nextel Activates a Tech-Heavy Glass House Experience - Event Marketer

Nextel Activates a Tech-Heavy Glass House Experience

DB_Gold_Nextel_2005 Ex
Brand: NEXTEL
Agency: NATIONAL TOUR
Awards: EX AWARDS — BEST VEHICLE DESIGN
Year: 2005

Nextel was thinking big when it signed on as title sponsor of NASCAR’s top circuit for the 2004 season, and its mobile activation was a clear reflection of that approach. At 6,400 square feet, The Nextel Experience is the largest mobile display ever to tour with NASCAR. A two-story, enclosed glass house, the exhibit occupies a 100-foot-by-100-foot space.

Visitors fill out electronic lead-gen forms to gain access to displays, including six three-quarter scale racing simulators; a Technology Pit, providing a close-up look at how Nextel technology is used in NASCAR team garages; and a blue-screen photo booth where visitors could pose in front of their choice of racing-themed backgrounds. Handset displays and Internet-connected laptops gave visitors product information and helped transmit the Nextel message.

By the end of its inaugural season, the experience had generated 5.8 million trackside impressions and drawn 380,000 attendees. The setup returned with a few enhancements for 2005.

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