Springbox and NASCAR Back with Turbo-Charged Microsite
Austin, TX — Aug 21, 2009
Interactive marketing firm Springbox has teamed up with NASCAR’s Automotive Group to fuel brand awareness and help drive sales of NASCAR Performance partners’ products and services with the 2009 Ultimate NASCAR Performance Make-Over Sweepstakes microsite. Now in its second year, the microsite is back and better than ever with Performance Overhaul, an interactive game that highlights the NASCAR Performance partners and lets users try to score the Ultimate NASCAR Performance Make-Over.
The centerpiece of the site, the Performance Overhaul game, is a race against the clock and the users’ wits: users step into a garage where they drag and drop performance partners’ boxes onto an old clunker of a pickup truck, overhauling it into the dream truck of every NASCAR fan. Gameplay gives top-of-mind visibility to each of the NASCAR Performance partners, and, at the conclusion of the game, users are shown more information on the partners, along with a list of offers from the partners, which they can use to save on the exclusive automotive products and services.
Beyond the game, the microsite gives fans a chance to win a make-over for their own vehicle by entering the sweepstakes, as well as a VIP trip to the 2009 Ford Championship Weekend in Homestead-Miami, NASCAR gear and other prizes. Visitors can access expert car care advice and check out last year’s winner to get a peek at what kind of make-over they can expect.
In addition to the development of the Flash-animated microsite and game, Springbox has developed a full suite of co-branded display banner advertisements for all NASCAR Performance partners to get the word out about the sweepstakes and drive traffic to the microsite. This demand generation effort spans a full complement of online media placements and includes several rich media executions. A TV spot has also been produced to extend the campaign’s reach to broadcast media.
“The new sweepstakes site is just another example of how NASCAR is reaching out to its devoted fan base with marketing efforts that engage and inspire interaction on the web,” says Springbox Account Director Bryan Hjelm. “By using advergamming to creating awareness for the NASCAR Performance partners, we’re creating new opportunities for sales transactions.”
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