Banking On Fun To Turn Fans Into Customers
Bank of America (BOA) was the entitlement sponsor of the Monster Energy Cup Series race at Charlotte Motor Speedway in October 2017. As the main sponsor, they had a large presence in the Fan Zone. Being a well-known national brand, they had no need to inform people about who they are or what they do. Instead, they wanted to use their space in a way that would allow visitors to have fun and show race fans that BOA shared their passion for the world of motor racing.
BOA had partnered with the makers of NASCAR Heat 2 to allow visitors to try out the newly released video game. To achieve this, we created a large gaming area with eight gaming stations where participants could play against one another or individually. Attendees had the opportunity to play the game on an 18′ x 32′ 15mm High Definition LED Video Board, and a competition was structured to find the best racer over the event weekend.
Another element of the display was a 20′ x 30′ track for the Spotter Challenge Game involving remote control race cars. Participants played in teams, one person acting as the car’s driver and the other as a spotter on the other side of the track. The catch is that the driver was blindfolded, completely dependent on the spotter’s instructions on how to make it around the track.
The fun didn’t end there! Participants also had the opportunity to sign the official pace car used in Sunday’s Bank of America 500. Attendees wrote messages to Dale Earnhardt Jr., wishing him luck on his final race at Charlotte Motor Speedway.
The client was very pleased with the event, and remarked that this was the highest attended motorsports event they have ever executed, despite the fact that it rained that weekend.
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