Coca-Cola: NASCAR

Coca-Cola: NASCAR

KO_NAS

PROJECT OVERVIEW

2016 was IMG LIVE’s second year activating the Coca-Cola NASCAR program. The program saw great excitement from fans, strong system engagement and new tracks and customer teams that had not historically rented our experiential tools.

CLIENT GOAL

The tools have 3 objectives: to help regional Coca-Cola marketing managers build better customer relationships, to create memorable consumer experiences & to produce buzz-worthy engagements that yield new business opportunities.

OUR SOLUTION

IMG LIVE refurbished existing tools that were proven crowd favorites, concepted and brought to life three new tools for the Coca-Cola system to leverage and increased social integration to broaden event reach. LIVE also developed a mobile friendly website for online tool reservation, streamlining the entire rental process for Coca-Cola Marketing Managers.
 
 

ACTIVATION ELEMENTS

NEW TOOLS
• The World of Coca-Cola Racing Museum
• “Race Day Ready” Digital Experience
• Happiness Segways
REFRESHED TOOLS
• 2-Unit Simulator
• NASCAR Showcar
• Refreshment Crew trucks
• Custom Harley-Davidsons
• Inflatable Bottles
• Mobile Photo Opp

RESULTS

Mid-year 2016 snapshot vs 2015:
• 8 new customers
• 107% increase in total events
• 62% increase in activation days
• 82% increase in tool days
• 95% increase in fan interactions
• 150% increase in active tracks
• 67% increase in customers
• 31,675 total samples of Coca-Cola, Coca-Cola Zero and Coca-Cola Life
• Activated at 10 tracks across the US