Bayer Advanced is back on the road, activating at NASCAR fan zones in seven markets to spread awareness about its DuraZone weed and grass control products. The brand promoted the new line last year with a tour that traveled to home improvement stores across the country.
This year’s Bayer DuraZone Own Your Zone tour has a similar 40-foot by 40-foot footprint, but features an entirely new set of experiences designed to show consumers how they can “get on the fast track with up to six months without weeds.” The tour, which is traveling in a branded Nissan NV with a custom 24-foot ATV trailer, kicked off at the Phoenix International Raceway on March 1 and will wrap May 25 and 26 at Charlotte International Speedway.
The activation space features an arena zone where consumers can play a virtual weed-killing game that uses Kinect technology, and a NASCAR-style remote controlled racing track, featuring DuraZone-branded racecars. For participating, consumers are entered to win a NASCAR Micro Reality remote-controlled stock car, with one winner selected at each tour stop. Consumers can also participate in an old-fashioned cornhole toss game and be entered to win “the ultimate outdoor man cave,” a prize worth an estimated $4,675.
“We feel with this tour we will not only be able to reach out to quite a few people at once and drive awareness and trial, but that the people who will be at these types of events align well with our target consumer,” Kristen Fielding, brand manager-consumer marketing at Bayer Advanced, told Buzz. “It is homeowners who don’t want to have to go back outside to retreat weeds on their properties; they value spending time with family and friends, and a NASCAR event is a great example of that.”
In addition to fun and prizes, the experience also offers consumers special rebate offers and product information through brochures and displays, and through video and conversations with product experts on-site. Agency: AMP Agency, Boston; Builder: Sonalysts, Waterford, CT.