Situation
NEXTEL purchased the rights to NASCAR’s premiere series beginning in 2004. To support their sponsorship, NEXTEL needed an agency to concept, create, and execute a fan interaction area on the NASCAR midway. NTI was awarded the contract.
Objectives
• Leverage NEXTEL’S inaugural 2004 NASCAR Nextel Cup Series sponsorship
• Educate the NASCAR audience about NEXTEL products and services
• Demonstrate how NEXTEL technology is used by NASCAR officials and teams
• Build awareness of NEXTEL’S NASCAR phones, accessories and wireless content
Execution
NTI created The NEXTEL Experience, a mobile display featuring a 6,400 square-foot, 2-story “Glass House” interactive fan destination. The interior includes:
Six ¾ scale, NASCAR licensed, full motion racing simulators that give fans a three minute driving experience – an at track first.
A souvenir photo opportunity where fans can have their photo taken in front of a blue screen with various racing backgrounds and drivers. NTI also created a supporting online venue, www.nextelexperience.com, where fans can retrieve their digital photo.
Twelve handsets surrounding the technology pit allow fans to speak with team members working on a real race car.
Memorabilia room where fans can view actual NASCAR artifacts and pieces of NASCAR history.
Electronic lead generation with Tablet PC’s featuring signature capture to build a database with information supplied from each fan. Real-time access was provided for all collected data.
Success
Annual Impressions: 45.5mm
Trackside Impressions: 5.8mm
Display Attendance: 380,000
NEXTELexperience.com Hits: 203,300
Photos Taken: 30,913
Campaign
Situation
ESPN and NTI collaborated to create ESPN – The Truck, a mobile marketing display that provides visitors with a behind the scenes look at ESPN. The display is co-sponsored by the NFL featuring the NFL’s Youth Football League.
Objectives
• Capitalize on the power of ESPN
• The display should appeal to all demographic segments and sports enthusiasts
• Showcase the methods used by ESPN to produce its extensive programming
• Provide a fun, sports related experience where everyone leaves with a positive impression of ESPN
Execution
NTI created a 53’ trailer and canopy interactive display focused on entertainment and educational opportunities for consumers. While the vehicle attends varied events, it also serves as the main event offering consumers the following exclusive ESPN – The Truck activities.
A replica of the SportsCenter studio with a camera, monitors and teleprompter, gives fans the opportunity to act as the co-anchor of a two minute segment of ESPN’s SportsCenter and receive a VHS or DVD of their experience.
The magazine kiosk provides consumers the opportunity to pose with their favorite athletic gear and receive a free photo of themselves printed on the cover of ESPN the Magazine.
An interactive area gives consumers a peel off game card that can be used in conjunction with ESPN.com to see if they won an ESPN – The Truck exclusive prize.
The high tech area contains 37 television monitors and six captain’s chairs; where consumers view four real time ESPN channels and DVD’s of popular ESPN programming.
Success
Annual impressions: 10.2 mm
On-site impressions: 4.9 mm
Display attendance: 218,000
Campaign
Situation
In 1997, DeWALT and NTI teamed up to launch a brand recognition tour to promote DeWALT Power Tools. Today the program has evolved into an annual ten month mobile marketing campaign, utilizing four different tours, focused on the brand awareness of DeWALT products and accessories.
Objective
• Drive the largest end-user events while educating consumers and the NASCAR audience about DeWALT products and accessories
• Give consumers a hands-on experience with DeWALT products
• Relay the attributes of the brand
Execution
NTI created a multi pronged approach utilizing 4 different vehicles, each with a unique channel target, including:
Rolling Thunder serves as DeWALT’s main presence at NASCAR events and includes six tool demonstration stations, the Pit Crew Challenge, and a souvenir photo opportunity with Matt Kenseth. NTI also created a supporting online venue, www.photo.dewalt.com, where fans can retrieve their digital photos.
Five Show Cars regionally support NASCAR events at retail outlets such as Home Depot, Lowes and Grainger. Each vehicle consists of a tool wall and a replica of Matt Kenseth’s #17 race car.
Three Yellow Lightning vehicles provide multiple demonstration platforms, a comprehensive tool wall to showcase DeWALT products, and the Pit Crew Challenge. Each vehicle visits independent retail outlets and job sites.
Hispanic Solutions attracts contractors to test DeWALT products. This vehicle visits select jobsites and provides free samples, and promotes new tools and Plaza de Fiesta events.
Success
Annual Impressions: 46.2mm
Trackside Impressions: 4.4mm
Display Attendance: 270,000
Total Events: 869
Number of Photos Taken: 15,428