Smirnoff Ice 'Hang with Matt' Sweeps

Client/BrandDiageo's Smirnoff IceLead AgencyJust MarketingOther AgenciesRoush Racing Colangelo Synergy MarketingReal Branding (Internet) Local Marketing, WZTA 94.9 Miami (Talent) Time FrameJuly-November 2004ObjectivesDevelop national programs that can be customized locally Commercially leverage motorsports assetsTarget AudienceMales, 25-34StrategyThe 2004 "Hang with Matt" sweepstakes extended Smirnoff's successful 2003 "Hang with Matt and the Crew" promotion into a social setting that then-reigning NASCAR champion driver Matt Kenseth shares with Smirnoff Ice drinkers.The promotion ran between July 1 and Sept. 7, 2004. The grand prize was awarded in November.Promotional support for the sweepstakes included a run of "Hang with Matt" P-O-P materials including base wrap, case tucker, case stacker, cooler door decal, pole topper, table tent, shelf wobbler and announcement poster. The promotion was supported by "Take-One" brochures including a sweepstakes entry form and a customized web presence with online entry form.The sweeps generated 3,534 write-in entries and 25,119 online entries. From the entry pool, 20 grand-prize winners were selected to travel with guests to Miami, where they enjoyed accommodations at the Surfcomber Hotel in the heart of South Beach.On Nov. 17, winners and guests joined Matt and several members of the No. 17 DeWalt Tools/Smirnoff Ice crew in the VIP section of the ultra-hip Crobar for appetizers, Diageo products and a live concert by the Kenny Wayne Shepherd Band. Kenseth engaged winners by signing autographs, talking shop and posing for photos. Each winner also received VIP hospitality passes, pit and garage tours and premium grandstand seats for the NASCAR Ford 400 at Homestead-Miami Speedway on Nov. 21. The day included a catered breakfast and round-trip hotel-to-track transportation via private coach. Kenseth made an appearance at the Smirnoff Ice VIP Hospitality Area to engage guests, including sweeps winners, and offer insight on race-day setup and his chances in the race. He also signed autographs and took pictures with guests.Immediately following Kenseth's appearance, "Hang with Matt" winners received guided pit-and-garage tours. This included a behind-the-scenes look at NASCAR's version of 'game day' and the No. 17 Smirnoff Ice team. While in the garage area, guests received additional autographs from other top drivers. Winners then retired to premium grandstand seating to watch Kenseth and the Smirnoff Ice team in action during the Ford 400. ResultsThe event was a successful national program with local overlays -- leveraged at more than 25,000 retail locations. A customized run of high-impact, NASCAR-themed P-O-P materials featuring the No. 17 Smirnoff Ice Ford and Matt Kenseth was created for use in-store.

Smirnoff Ice 'Hang with Matt' Sweeps

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