2020 Championship Weekend
Guerrilla Marketing and Outdoor
Situation: After a $178 million renovation, Phoenix Raceway was going to be home of the first-ever NASCAR Championship Weekend in Arizona. It was the first time since NASCAR inaugurated the weekend that the championship would not be hosted in Miami. With the onset of a pandemic the race weekend would have limited attendance, however NASCAR and Phoenix Raceway wanted to create a strong awareness through untraditional advertising that the Championship was in Phoenix.
Objective: Build strong awareness with local and national buzz around the arrival of NASCAR’s 2020 Championship Weekend in Phoenix.
Approach: Create unique and unmistakable guerrilla marketing and advertising experiences in unexpected locations throughout the Phoenix-metro area.
Tire-Art Installations: Art exhibits using 16 race-ready Goodyear tires with custom designs displayed throughout the Phoenix-metro area
Phoenix Sky Harbor
Arizona Center
Westgate Entertainment District
Wigwam Resort
Airport Takeover: Floor and the first-ever baggage claim wraps complemented with video displays at Sky Harbor International Airport
2-D Spectacular Outdoor: Two-dimensional, push-out and spectacular outdoor with smoke machine
Sky Hologram: A 160-ft wide Bat-signal-like hologram with motion and video in the sky over the West Valley and 101 freeway
NASCAR 2019 Bluegreen Vacations Semi-Final Race
at Phoenix Raceway
