partnership

Clients  Kraft-Heinz/Albertsons/NASCAR

Challenge
Create a meet and greet event for Albertsons-sponsored NASCAR driver, Brian Scott, at nearby Albertsons stores during his first Sprint Cup Series start at New Hampshire Motor Speedway.

Insight
Social connectedness generates a positive feedback loop of social, emotional and physical well-being.

Idea
Take the Fast Lane with Brian

How it works
As NASCAR driver #44, Brian Scott, (sponsored by Alberstons and Kraft) makes his first Sprint Cup Series start at New Hampshire Motor Speedway, Albertsons asked Kraft to help create meet and greet events at their nearby local stores with a very lean budget to work with. What could be very straight forward events, turned into a very engaging event with the local community that spurred some local news action.

The team and I “upgraded” the meet and greet idea by turning one of the Express Lanes into a “high speed checkout” where the NASCAR driver himself, Brian Scott, helped to bag the groceries. This was a great way to engage with the Shopper at a personal level in a fun unexpected way. Then we had him simply walk around instore to meet and engage not only with the Shoppers but with employees as well. At the end of each event, Brian Scott spent time with fans who couldn’t attend the events by doing a live appearance on Periscope, promoted on social media, where fans can still personally interact with him.

Because of this unique and simple NASCAR meet and greet, fans were buzzing about it on social media. Local news came by to capture a glimpse of this great interaction with Brian Scott leaving a memorable moment with the local fans.