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Domino
Buzz marketing for New Line Cinema |
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| CLIENT: |
Allstate |
| PRODUCT: |
Allstate 400 at the Brickyard |
CHALLENGE:
To activate locally the new title sponsorship of the Brickyard 400 NASCAR race.
 SOLUTION:
Indiana is a hot bed of auto racing. In 2005, Allstate entered into an agreement with the Brickyard 400
race and NASCAR to become the title sponsor of the Brickyard 400 and the official insurance sponsor of NASCAR.
Allstate knew the importance of activating the sponsorship of the Brickyard to the local market in Indianapolis.
We worked with the 2 local radio stations that broadcast the Brickyard exclusively to Central Indiana.
Together, Allstate and the stations created "HANK's Hog Roast and Concert, featuring Emerson Drive and
Diamond Rio". The day prior to the NASCAR race, during qualifications at the track, the radio stations and
Allstate created the event. 10,000 race fans were treated to a free "Hog Roast", a catered event featuring
pork sandwiches and fixin's, followed by a free concert with popular country artists Emerson Drive and Diamond
Rio.
RESULT:
Post event research showed that 95% of consumers in Indianapolis surveyed were aware of Allstate's
sponsorship of the Brickyard 400. More importantly, 46% stated they would give Allstate more consideration
for their insurance needs as a result of the sponsorship. Clearly, the sponsorship and local activation
were effective.
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