The Gillette Co. has signed a marketing and promotional agreement with six young NASCAR drivers. The sponsorship spend will be $20 million for 2004.
The multi-year deal includes drivers—dubbed the Gillette Young Guns—Kurt Busch, Dale Earnhardt, Jr., Kevin Harvick, Jimmie Johnson, Matt Kenseth and Ryan Newman.
Next year the program includes consumer promotions and retail events, a national sweepstakes, print and broadcast ads, licensing, interactive online promotions, charitable contributions and hospitality. Multiple Gillette brands will participate in the program.
One promotion, the Gillette Young Guns $5 Million Challenge, offers fans a chance to win $5 million during next season’s Coca-Cola 600 at Lowe’s Motor Speedway on Memorial Day Weekend and at the Ford 400 at Homestead-Miami Speedway in November. The drivers must finish one through six in either race and a participant must have chosen the correct order of finish to collect the millions. If there is a winner, Gillette donates another $5 million to the National Prostate Cancer Coalition.
A season-long campaign lets consumers register online at www.gilletteyoungguns.com to predict the highest-finishing Young Guns driver prior to each of next year’s 36 NASCAR Nextel Cup events. Entrants who have guessed correctly are entered in a drawing for a $5,000 prize.
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