NASCAR Show to Help Push Gas Conservation

Posted on by Chief Marketer Staff

NASCAR is joining the Alliance to Save Energy, an organization that promotes energy efficiency, to encourage consumers to conserve gas through segments on syndicated TV and radio shows.

Alliance “Drive $marter Challenge” gas-saving tips will be a staple on “NASCAR Angels,” NASCAR’s reality TV show currently airing on 200 broadcast stations around the county. The “NASCAR Performance Live” radio, syndicated in 150 markets and carried on Sirius Satellite Radio, will air gas conservation tips in humorous public service announcements produced by the Alliance, which also point listeners to a Web site,

The Alliance to Save Energy and NASCAR may also co-produce a syndicated TV show about home and vehicle energy efficiency starting nest year, according to Alliance spokeswoman Rozanne Weissman.

“Their reach is broad,” Weissman said. “They’ve got a huge fan base. “They can get the tips to people who are interested in driving.”

The current campaign includes seven podcasts featuring NASCAR driver Sam Hornish, Jr., which can be downloaded from several podcast Web sites. They’ll also air as PSAs on “NASCAR Performance Live.”

Last year the Alliance ran a home makeover contest through Sci Fi Channel’s popular “Eureka” series, with the winning householder receiving a $25,000 makeover.

NASCAR becomes the 19th partner in the Alliance’s gas conservancy initiative that was fueled with funding from the Wal-Mart Foundation last year.

The “Drive $marter Challenge” site provides consumers a calculator that indicates how much they can save—in dollars, gallons of gas and CO2 emissions—by adopting six recommended driving and maintenance practices.

The campaign also includes PSA billboards and outreach through mobile phones.

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