Purpose
Race fans learn about the latest Skoal products in The
Skoal Speed Zone, an interactive race-themed display.
This mobile marketing unit attends all 36 NASCAR events
each season. The display seeks to engage the consumer,
and one of the featured properties is a NASCAR video
game. As many as eight guests compete against one another,
and the champion receives a special “Winner’s
Circle” photo.
Target Audience
Adult consumers above the age of 18 who attend NASCAR
events.
Content
Eight NASCAR video race games where guests compete
against one another
“Winner’s Circle” area offers
photo opportunities to NASCAR video game players
Interactive tire changing competition
VIP lounge provides a relaxation area for invited
guests
Skoal branded countertop is the point of collection
for consumer leads
Activation
All lead generation is conducted at a special Skoal
Speed Zone counter managed by friendly, knowledgeable
staff. Product specialists are on hand to meet guests
in a one-on-one setting, educate them on Skoal products
and provide samples to interested adults.
Results
In 2006, the display experienced a 20-30% increase in
customer throughput over the previous year of operation
at the same NASCAR venues.
