Pepsi Rallies Consumers With
Racing Sponsorship

Talladega, AL - Pepsi-Cola North America wanted a promotion that would move product and leverage its relationship with Talladega Superspeedway and sponsorship for racing star Jeff Gordon. Its "Win The First Place Cash at Talladega" sweepstakes succeeded by moving soda off the shelves!

One lucky Pepsi drinker would receive the grand prize, equivalent to Jeff Gordon’s race purse up to $205,000, if Gordon won first place at the Aaron’s 499 race at the Talladega Super Speedway on April 25, 2004.

Pepsi chose the prize figure based on the race’s historical purse amount and the track’s estimated increase of the purse for this year.

Customers completed entry forms found at point-of-sale displays and on-pack specially marked products. Over 6,000 entries were received, putting the promotion on the fast track to success.

Pepsi-Cola and the seven local bottling distributors, who cosponsored the event, caught NASCAR fans’ attention by linking the grand prize of $205,000 to Jeff Gordon and the #24 DuPont/Pepsi racecar.

The sweepstakes offered two VIP tickets to the race, as well as a garage and pit tour and two passes to the Talladega Hospitality Club. Winner Wayne Wilkinson experienced the excitement as the race tightened in the end.

Gordon worked his way to the front of the pack with only six laps remaining and stayed in front of Dale Earnhardt, Jr. when a yellow caution flag went up and froze the field, declaring Gordon and the Wilkinsons winners.

"We felt this program was a great success based on the high number of entries received and the excitement the promotion generated among Pepsi consumers," said a representative for Pepsi.

Pepsi earned additional publicity during the check presentation held at the Pepsi-Cola and Brown Bottling Group. Local television and media outlets turned out to broadcast the winning couple accepting their $205,000 check, funded through SCA.

Bottom Line How do you differentiate your racing sponsorship? Use a big money prize promotion to activate your sponsorship and motivate consumers to take action. Pepsi generated buzz and targeted consumers by offering up to $205,000 cash if Jeff Gordon took first place in a specified race. Through participating local bottlers, retailers, point-of-sale displays, and on-pack labels, Pepsi leveraged their sponsorship and received great exposure.