Challenge: Introduce new drivers for a professional racing association.
Sporting events are highly-visible, multi-million dollar moneymakers for many industries. Car racing has become one of America’s most popular events to both watch and attend. In order to maintain a high level of enthusiasm among fans, a car racing company wanted to introduce four new drivers beginning the circuit with a usable, long-lasting item that would be in people’s hands for a lot of the time.
Solution: A BIC lighter imprinted with the names of four new racers.
The association chose to distribute BIC lighters because a majority of racing fans are cigarette smokers. The company imprinted an array of colors with the official company logo and the names of the new drivers onto each lighter, which were handed out to the first 10,000 people who arrived at an event.
Result: Huge amounts of publicity and visibility for the new drivers.
The new drivers gained high visibility throughout the day because their names were in the hands of 10,000 fans. The lighters quickly became popular collector’s items and fans everywhere wanted to get their hands on them. The association was pleased with the interest the promotion generated and is looking forward to handing out similar giveaways at future events.