SFI oversaw and implemented the marketing and advertising for a DVD board game about NASCAR. As part of that product launch, SFI created and produced a national TV campaign for NASCAR – The DVD Board Game.
The campaign consisted of a TV commercial, media planning, negotiation and buying, web-site distribution and display usage. The 30-second TV commercial was produced in Toronto, Canada with NASCAR legend Bobby Allison and NASCAR driver Kenny Wallace. SFI negotiated and placed the 6-week $350,000 campaign on FOX (Speed Channel), ESPN and TNT. Media was monitored and make-goods and changes were used as needed. In order to create more interest and buzz, SFI created and implemented a national radio promotion in over 100 markets that included 300 radio promotions over a two-week period.
In addition, SFI developed and negotiated a point-of-purchase dog-tag (aka “SpeedyTags”) that contained the likenesses of Richard Petty and Tony Stewart. The dog tags were affixed to each board game box and sold by several major national retailers. A portion of the game’s proceeds were given to The Paralyzed Veterans of America (PVA), a non-profit organization that helps disabled veterans. Millions of board games were sold with hundreds of thousands of dollars going to the PVA as a result of sales.
