Mobile Marketing / Brand Experience
Nicorette Mobile Marketing:
Situation: Nicorette, the leading brand in treating tobacco dependence, was looking to expand upon its active sponsorship of NASCAR racer Jeff Gordon and his famous Hendricks Race Car. Research had shown a high rate of smoking among NASCAR fans, so Nicorette thought pursuing event marketing at the track could easily capture their target market.
Objective: Nicorette wanted to increase product sales and brand awareness among NASCAR fans by engaging them at the racetrack.
Concept: Weinstock Marketing began planning an on-site program to attract and engage fans who smoke. The interactive exhibit would feature trained counselors offering assistance to smokers while also encouraging the use of Nicorette products. Sponsored events, such as the “Nicorette 300” and “Sound & Speed” NASCAR/Country Music Festival would also be utilized to reach these particular consumers throughout the year.
Details: The on-site program included features such as:
- Full-sized trailer display
- Race car simulator rides
- Instant digital photos
- Multi-media displays and entertainment
- Professionally trained counselors offering advice
- Data capture for follow-up marketing
- Coupon distribution for product purchase
Results: The executed program counseled up to 9,000 NASCAR fans per event weekend, and in 2008 alone the number of total interactions reached 1 million smokers. After receiving counseling, 24% immediately made a Nicorette product purchase, 40% planned to make a Nicorette product purchase, and 75% actively set a date to stop smoking within the following 6 months. Overall, Nicorette product sales grew over 20%.