A POSITIVELY ULTIMATE SPORTS WEEKEND

Client: Exide Technologies

Overview

Exide Batteries wanted a promotion that would be unique to their brand and target both the consumer and trade channels. They had ten primary paint-outs on the No. 5 Randy Moss Motorsports Toyota with Mike Skinner as the driver. Exide is also the Official Battery Partner for NASCAR.

Challenge

Maximize Exide’s team association in a unique, budget-friendly way that differentiates them from their competitors.

Solution

With Randy Moss as a team owner and elite NFL receiver and along with the success of driver Mike Skinner and the race team, SD worked with Exide to develop a NASCAR/NFL-themed promotion that would appeal to a broad base of sports fans.

• A unique promotional that was attractive to consumers as well as key customers
• The star power of Randy Moss created a compelling offer outside of typical NASCAR sweepstakes
• The “Extreme Tailgate” weekend included a VIP experience at the Texas Truck race along with a top-notch tailgate party and tickets to the New England Patriots’ game
• Leveraged Exide’s media buy on NASCAR Angels TV show to gain publicity and exposure
• Directed entrants to a splash page which resulted in sales leads and tracking data
• Created interest and attention from key customers and Exide management
• Generated a 20% increase in entries over prior year promotion

Related Services

• Program Development
• Guest Entertainment

Related Coverage

• 'Angels', Exide teaming up for Ultimate sweepstakes