In 2012, UPS began its 13th season as an Official Partner of NASCAR and its fourth season as a partner of Roush Fenway Racing. The centerpiece of the program remains UPS Trackside Services, which handles all in-bound and out-bound package volume within the NASCAR garage. In addition to Trackside Services, UPS focused on customer and employee entertainment as well as enhancements to its social media program.
New in 2012, UPS launched ‘Ideas that Changed NASCAR,’ an advertising campaign that brought together NASCAR history and UPS messaging to celebrate how logistics have helped advance the sport over the years. We contributed towards UPS communications objectives through the creation of a social media promotion that increased fan engagement for the UPS Trackside Services program. The Twitter sweepstakes allowed fans to win a prize for tweeting a picture of the UPS trackside mini-package car. We also continued to deliver outstanding customer and employee entertainment while introducing a new VIP program to each market. This allowed UPS to provide select customers and employees exclusive access to the pit and garage areas, delivered by NASCAR personalities during race weekends.
We helped UPS expand its motorsports sponsorship into the world of Formula 1 in a partnership with Scuderia Ferrari. In addition to the UPS shield appearing on the Ferrari F138 cars driven by Fernando Alonso and Felipe Massa; we will help to implement a comprehensive activation program across the organization. UPS also became the “Official Logistics and Shipping Sponsor” for Ferrari integrating into the company’s daily operations.