My team and I were tasked with getting young men excited about Old Spice’s new scent line, Red, so we had to find the right partner, the right tactics and the right integration…fast!
- Fast was right: we created a partnership with NASCAR and offered fans the chance to visit our NASCAR VIP tent full of fun, games, drop-ins by spokesdriver Tony Stewart (below), hot female attendees…
- All were integrated with an online and in-store promotion that gave them a chance to spend an entire day and night in VIP Valhalla (driving home the “long-lasting odor protection” message)
- The race-day activations were supplemented by “Racing Challenge” video gaming trucks that hit key accounts and other locations in each market
- It worked so well, we followed it up at the client’s urging with a “Live a Day & Night Like a Rock Star” promotion