Ford Let’s Consumers ‘Race’ NASCAR
Ford is ditching the typical luck-of-the-draw sweepstakes mold by challenging nine consumers to a NASCAR experience that places them behind the wheels of race-prepped Ford vehicles to race around a speedway to win NASCAR-related prizes.
Last year, the promotion drew 60,000 entries as part of the automaker’s Race to the Dream promotion. This year, Ford will select one consumer who enters at RaceToTheDream.com for a chance at the race experience. The sweeps runs through Nov. 2.
From Nov. 11-13, the nine lucky finalists will race each other in timed competitions at the Homestead Miami Speedway in Ford Fusion NASCAR racecars on the track and Ford F-Series trucks in drag races and off-road challenges. The on-track racing will include timed pit stops as part of the competition.
The winner and their guest will remain in Miami for the Ford Championship Weekend—the NASCAR season finale for the Craftsman Truck, Busch and Nextel Cup series, which kicks off Nov. 14 at the Speedway. The grand prize also includes VIP treatment, a chance to meet Nextel Cup drivers, wave the green flag at the Ford 300 Busch race and be interviewed about the entire experience on NBC.
The campaign is a major component of Ford’s plan to reach truck customers through NFL football (which it advertises heavily in), racing and country music—through a sponsorship of Toby Keith’s Hookin’ Up and Hangin’ Out concert tour and American Idol winner Kelly Clarkson’s 2006 Addicted tour (PROMO Xtra, Aug. 2, 2006). These are “the most popular truck customer activities when they’re not working with their F-Series,” the company said.
“Last year’s Race to the Dream was a strong success so Ford Trucks is excited to bring back this unique opportunity for our truck consumers and race fans” said Todd Eckert, Ford Truck marketing manager in a statement. “Our buyers are passionate about trucks and NASCAR racing—the Race to the Dream competition brings both together to give fans a chance to prove who is Built Ford Tough.”
Fueling the effort is research conducted by the Dearborn, MI-based automaker that indicates that two-thirds of Ford Truck owners are racing fans with 60% of those owners specifically following NASCAR racing.
“Race fans are very loyal truck buyers—the parking lots at NASCAR events are filled with F-Series pickups,” Eckert said. “Ford Trucks have been a part of NASCAR for decades and we will continue to build on that strong foundation with unique promotions such as Race to the Dream.”
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