The activation circus that goes on throughout the NASCAR season struck again this past weekend, with a series of event. tha. showed how diverse the sponsor, brand and sport activation category can be. First off, was the feature on 18 year old Mackena Bell, a Carson, Nevada high school senior who went from being a prom queen going from high school graduation right to the track in Roseville, Cal. Saturday night to drive in a Whelen All-American Series race. Follow that up with the in-school application of NASCAR math featured near Pocono Raceway last week, with fourth grade teacher Tom Baughman using die cast metal cars as part of his way to bring math projects to life through racing. Then put on top the new activation launched by M and M to find the sports most colorful fan that began this week and runs through October. With great online and POP activation, driver (Kyle Busch again) involvement and the huge digital opportunity, the contest should be a huge hit for the brand and the sport. Now taken seperately, each has the element that connects the fan directly to the racing element. Put together, you have activation and involvement with children, teens, women. consumers, online, athletes, TV and mega brands…all the key elements across a 48 hour period that key in on NASCAR success. Even with a Triple Crown, the NBA Finals, the finish of the NHL Finals and baseball in full swing, the NASCAR brand again showed through, whether it was in California or Pennsylvania. Well delivered on all front.
Some other good pieces to check out…the London Telegraph had another interesting piece with Michael Platini and his views on whether or not it matters if England is involved in Euro 2008…interesting comments on foreign ownership of teams as well…Brandweek had a good q and a with Everlast CEO Adam Geisler and his views on keeping one of sports most iconic brands relevant…on the athlete side, the New York Times Jack Curry had a solid profile of Phillies star Chase Utley as well.
