Challenge:

As a sponsor of NASCAR’s Monster Energy Cup Series races at Auto Club Speedway in Fontana, CA, Lucky’s sought to activate the relationship at retail.

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Objective:

Develop an online strategy that would include gift-with-purchase, and Catalina-based rewards for loyal shoppers. Auto Club Speedway is owned by International Speedway Corporation (ISC), so retail activation would need to meet ISC requirements while also fitting within the framework of a NASCAR alliance, in the absence of an official sponsor relationship.

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Solution:

By engaging the Official NASCAR Members Club (ONMC), of which there are 100,000 members, and packaging at-track VIP experiences for loyal consumers, POC Media was able to secure retail activation at Lucky’s, while developing a mutually beneficial CRM database for Lucky’s & ONMC.