Atlanta-based NASCAR last week launched a multi-partner, multi-channel Race for the Championship balloting program through which consumers vote for their favorite drivers.
Through Oct. 15, the stock car racing association is distributing 20 million ballots at Circle K, GNC, Electronic Boutique, and The Home Depot stores; Budweiser retail accounts; NASCAR races; and through Visa direct-mail statements. Consumers vote for their favorites (categories include best paint scheme, most improved driver, most thrilling driver) on one side of the ballot and enter a sweeps on the other. Top prize is a Daytona 500 house party for 50 people in the winner’s home, a Sony television, and visits with drivers.
Fans vote online at nascar.com, goodyear.com, and circlek.com. Results will be posted at nascar.com. TV and radio spots, print ads, and online banners support. Irvine, CA-based online balloting and sweepstakes firm BigBallot, Inc., handles.
NASCAR is running a separate flight inside Troy, MI-based Kmart’s 2,100 stores. Shoppers pick up entry forms and submit picks for first, second, and third place finishes at the Winston Cup Series race in Charlotte, NC, Oct. 7. Those who correctly pick all three finishers become eligible to be named NASCAR Fan of the Year and score trips for four to different 2002 Winston Cup races, $22,002 in Visa credits, a trip to the Richard Petty Driving Experience, and a ride home in a NASCAR pace car. A national FSI, radio and TV spots, and in-store TV and signage support the Kmart flight, which is handled by NASCAR with an assist from Retail Sports Marketing, Charlotte.
Network
