A DUAL TRACK PROMOTION.
We conceived a NASCAR racing program for Georgia Boot as a means of speaking to their core consumers and elevating brand awareness among NASCAR’s 75 million fans. We also sought to equip the Georgia Boot sales force with a unique means of strengthening retailer relationships and increasing sales.
Partnered with Sprint Cup Champion, Kevin Harvick and driver Ron Hornaday, we developed a dual track racing promotion around a consumer sweepstakes and retailer incentive program.
The campaign was supported with a TV spot featuring Kevin Harvick, VIP track events, radio ads, in-store driver appearances, point-of-sale materials, and social media.
Georgia Boot has experienced the ability of NASCAR to elevate their brand and drive sales with key retailers. The Georgia Boot sales team saw order volume increases as high as 38% in a single season!