Program Type: Awareness and acquisition
Emazing, the Internet’s leading publisher of email newsletters, picked up steam in August, 1999 when it was acquired by Sony Music Entertainment (now owned by 550 Digital Media Ventures, a Sony Group Company) and retained Doe-Anderson as its agency of record the following month.
We supported the development of an eight-market test program to create awareness and acquisitions for the client’s web site based around the NASCAR racing circuit. We secured locations at eight different NASCAR tracks to provide car display, “Win the Stockcar” sweepstakes, and distribute premiums.
Warehousing & Shipping:
Short-term warehousing secured in each market. Event materials were dropped to each market from the previous market via FedEx.
Staff Requirements: Managers and staff were hired in each market to coordinate all pre-event logistics and oversee staff for the weekend race events. Thirteen staffers worked the events, interacting with consumers, signing them up for the sweepstakes and distributing premiums (driver photograph cards, magnets, pens). For uniforms, all wore Emazing.com-branded t-shirts and hats.
Custom 10×10 tent, table skirts, entry boxes, POS. Vans were rented in each market and decaled with removable magnetic logos and sponsor message.