In an expansion of its NASCAR sponsorship role, Lenox, a manufacturer of power tool accessories and hand tools, is running a contest to identify unsung heroes.
The winner of the Lenox Extra Mile Heroes contest could split up to $1 million with a charity of his or her choice. Nominations are now open for people to submit the story of a personal hero at www.lenoxhero.com through Nov. 30.
Lenox is enlisting NASCAR driver Jeff Burton as its spokesman for the program. The company is primary sponsor for Burton’s No. 31 Chevy at the New Hampshire Motor Speedway race in June and the Brickyard 400 in Indianapolis. That sponsorship commenced last season and runs through 2009.
The Extra Mile Hero will be revealed at the Lenox Industrial Tools 301 race in June 2009. An extra mile will be added to its normal 300-mile course this year in conjunction with the promotion.
The winner takes home $31,000—playing off Burton’s car number—with $31,000 donated to the charity of his or her choice. The grand prize bumps up to $1 million, to be split with the charity, if Burton takes the checkered flag at the New Hampshire race.
Lenox is seeking to shine a spotlight on customers who buy its torches, band saw blades and power tool accessories, and labor in relative anonymity.
“They’re not glamorous careers at all,” said Lenox spokeswoman Susan Spalding. “Our brand is about premium quality, going that extra mile. So it ties in with our brand messaging.”
It also ties into Lenox’s customer base. Approximately 70% of them are racecar fans, according to Spalding.
Lenox is creating awareness for the contest with online ads and
P-O-P displays at distributor outlets.
A panel of judges selected by Lenox will choose 10 finalists from the stories submitted online. On Feb. 1, 2009, their stories will be posted on the contest site, and Lenox customers will be asked to vote for their choice from that field. The finalists will all be invited with a guest to attend the race when the winner will be revealed.
The program is open to users and suppliers of industrial tools in the U.S. and Canada.
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