NASCAR

Services

• Experiential Strategy
• Activation

The Challenge

NASCAR was looking for consistency across their event properties with family friendly activities and entertainment. Their objective was to look for race and track activations that would re-energize fans, attract new audiences, generate participation before and during the race, and bring the midway to life in a modern way.

The Solution

Øuterkind’s strategy was to focus on kids and families, making NASCAR a family event to attract larger groups for increased ticket sales while at the same time investing in the next generation of fans. NASCAR also wanted to showcase the youth focused licensing partners through product awareness and active participation.

The solution was the NASCAR Kid’s Zone, which provided an interactive experience at 22 NASCAR tracks for parents and kids alike. Kids were able to color on a stock car, build and race their own car creations, race around a miniature track and explore NASCAR toys and gaming.

Business Unusual

To bring this to life in a way that reduced costs and increased breakthrough, Øuterkind worked with well-known brands such as LEGO, Walmart and New Bright RC to help create a truly interactive experience for kids to discover NASCAR. Since initial launch, the NASCAR Kid’s Zone is expanding to 6 additional tracks, adding more attractions and working with new partners.