UPS will introduce three new television commercials in 2010 to promote its NASCAR sponsorship along with an exciting online game that will include a $100,000 cash prize and a VIP experience at Richmond International Raceway. UPS’s Mark Dickens tells RBR-TVBR the NASCAR commercials run only during race broadcasts due to their very specific focus: “At this point, I am aware of ad buys only with Fox, but that’s subject to change given we’re just beginning the racing season.”
The commercials, which will begin airing during the Daytona 500 on 2/14 highlight UPS’s exclusive position as the official express delivery company of NASCAR while also promoting UPS’s extensive freight and international shipping capabilities. In a continuation of the “Maximum Driver” ad series from 2009, David Ragan, driver of the No. 6 UPS Ford Fusion, appears in two of the spots in which he applies his racing skills to some of the challenges UPS drivers face every day.
The “UPS $100,000 Trackside Challenge Instant Win Game and Sweepstakes” was created to expand awareness of UPS’s long history with NASCAR as both an official partner and race team sponsor. The online game includes more than 100 instant win prizes, including a $100,000 cash prize, a UPS Racing scooter (driven by David Ragan in one of the new racing commercials), UPS Racing merchandise and 50 $100 VISA gift cards. The grand prize for the sweepstakes drawing is a VIP racing experience for two at the Chevy Rock & Roll 400 on Sept. 11 at Richmond International Raceway.
The online promotion continues until May 19.