History Hits NASCAR Tracks with ‘Ice Road Truckers’
History, formally the History Channel, is taking a simulated driving experience based on its hit series “Ice Road Truckers” on a NASCAR road trip, and creating co-branded mini-docs.
At each event, fans can race in the “Ice Road Trucker RC Dash” in scaled-down models of ice truck rigs like the ones in the series on an ice-slicked track. Dash contestants get a shot at one of four grand prizes, including an all-expenses-paid trip for two to Las Vegas, tickets to the Craftsman Truck Series race at the Las Vegas Motor Speedway and simulation at the Richard Petty Driving Experience.
Trucker Hugh Rowland signs autographs as part of the reality series road show. After the program’s second season starts on June 8, Jerry Dusdal, a trucker featured in season two, will also hit the road.
History is also creating a series of two-minute mini-documentaries on topics with NASCAR fan appeal to run in the primetime show. History will produce six of the mini-docs on topics such as comparing tire and wheel systems, engines and communications systems in NASCAR stock cars.
“There’s a real fit between our brand values,” said Chris Moseley, History senior vice president marketing about its NASCAR connection. “We stand for a brand with the idea of history and how things work. That’s something that our brand fans expect from us.”
Moseley also sees a crossover in History’s audience and NASCAR fans hooked on “adrenaline and excitement and competition.” And she notes a demographic fit in average age and income of History and NASCAR fans.
The tour drew a strong response at its first stop at the Lowes Motor Speedway in Charlotte May 16-17. Its next stop will be at the Dover International Speedway for the June 1 race, followed by Pocono Raceway on June 6-7 and the Michigan International Speedway on June 13-15.
Each winner of the ice truck races at the tracks takes home a miniature truck, along with the chance to take that Vegas trip. The winner will be notified shortly after the June race.
Civic Entertainment Group negotiated the partership and handles the promotion.
