Every year the biggest names in racing gather for 400 miles at the Brickyard. This year saw the Brickyard dressed in purple and gold as the ‘Crown Royal Presents the Curtiss Shaver 400 at the Brickyard’ redefined the standard for race entitlements in NASCAR.
Crown Royal’s ‘Your Hero’s Name Here’ program was expanded to support and recognize local heroes from all walks of life, while engaging race fans in the program through online voting. In the spirit of the ‘Your Hero’s Name Here’ program we also conceptualized and implemented Crown Royal tailgates at select NASCAR races. The tailgates allowed us to engage fans to increase awareness of the ‘Your Hero’s Name Here’ contest and support local market motorsports initiatives. The tailgate was also supported by ‘Camo Bag Stuffing’ events that saw guests stuff the iconic Crown Royal purple velvet bags with goodies to be shipped overseas to U.S. troops. Throughout the season, Crown Royal donated more than $150,000 to local and national charitable organizations that assisted in tailgate and ‘Your Hero’s Name Here’ activities.
In 2012, Crown Royal delivered an increase in their overall ‘Your Hero’s Name Here’ impressions and generated more than 8,000 votes for the contest. The future is bright for Crown Royal as we focus on raising the bar again in 2013.