Daytona International Speedway (DIS) wanted to get people talking about the 50th running of the Daytona 500 months before the event takes place next February.
"The goal was to get people to talk about Daytona tickets in April," says Brett Jewkes, principal at DIS agency Taylor. The PR team decided to equate Daytona 500's celebrity-drawing power with the ticket design, in order to make fans more excited about the race ten months before they could actually attend. "Fans expect to see high-profile personalities there," says David Talley, director of media relations at DIS.
IDEA: Taylor asked a number of celebrities and former Daytona 500 champions to create a design for the official 2008 Daytona 500 ticket. It received about 38 submissions from celebrities such as My Name is Earl star Jason Lee, recently drafted quarterback Brady Quinn of the NFL's Cleveland Browns, and comedian Jeff Foxworthy. It also launched a Mother's Day initiative where four NASCAR moms will go on a series of media tours.
TOOLS: Starting May 1, fans could vote as many times as they want for their favorite ticket submission at Daytona500.com. The voting will go until Friday, June 14, when the field will be vetted to the top ten entries. The winner, to be chosen by a blue ribbon panel, will be announced at the Pepsi 400 race at DIS on July 6.
MEASUREMENT: Measurement will come from page views and visitors to the Daytona500.com Web site, votes, and new attendees at the 2008 Daytona 500, which the raceway can track when people who aren't in its database sign up for tickets. Taylor is also monitoring 2007 media impressions and will gauge attendance at the ancillary events during the ten-day lead up to the Daytona 500.
Company: Daytona International Speedway
Campaign: Celebrity Tickets for Charity
PR team: May 1
Other marketing: Taylor
Launch: Web site, advertising