Fan Experience
SWAP Team Talladega Activation
Target & Energizer
Switch jump-started and drove home an activation with Target Racing partner Energizer during Talladega, one of NASCAR’s most iconic races, and the Toyota Owners 400 in Richmond. Throughout the race weekends, we delivered a truly memorable experience for thousands of consumers.

Talladega. THE event of the year for many a NASCAR fan. Drawing crowds from near and far for a four-day campout on their extensive grounds. This race is one of the biggest parties of the NASCAR season, and it presents a perfect opportunity for a major retailer to connect a product with consumers. We did this in Alabama saving Talladega campers’ devices from leaky batteries via The SWAP Team.

The SWAP Team helped campers whose battery-operated devices – lanterns, flashlights, radios and more – could benefit from Energizer’s PowerSeal technology, available at Target. Rain or shine, the Energizer batteries from Target keep going and protect devices from any harmful leaks.

To bring the SWAP Team to life while infusing it with familiarity and credibility as well as Target and Energizer branding, Switch outfitted a Chevrolet Suburban to reflect the heavy-duty nature of a military SWAT vehicle. Neon lights were installed on the roof and below the body of the vehicle to catch campers’ attention and pull them in. Meanwhile, armed with branded golf carts, 4,000+ new Energizer batteries, thousands of coupons and head-to-toe SWAP gear, our brand ambassadors patrolled the campgrounds to find NASCAR fans in dire need of a battery “SWAP.” Campers were elated to trade their old batteries for brand new Energizer batteries with PowerSeal technology. Fans loved interacting with the truck and appreciated the batteries – and they expressed that gratitude on social media channels using the hashtag #SWAPmyBattery.

While on the job, our SWAP Team took note of campers sporting No 42 Kyle Larson/Target Racing flags and gear. These folks received a surprise visit from the SWAP team and were given race cards autographed by their NASCAR hero – 2014 NASCAR Sprint Cup Sunco Rookie of the Year Kyle Larson – as well as bonus swag.

On race day, SWAP swept the midway, Talladega’s Horsepower Plaza, where our team of Brand Ambassadors was accompanied by two familiar faces – Kyle Larson and the Energizer Bunny. We invited consumers to participate in the Stop, SWAP & Spin game for the chance to win prizes like coupons, pens and lanyards to Kyle Larson-autographed die-cast racecars.

With few barriers separating our brand ambassadors from engaging with race fans, the weekend activation was wildly successful. This iconic race was the perfect platform to create impact for the Target and Energizer consumer market. NASCAR fans were eager to approach the SWAP truck and share their experiences on social media, and our brand ambassadors were equipped with the tools and know-how to deliver a positive brand experience.

Stats
Thousands of meaningful connections letting consumers know Target is home to Energizer batteries
Thousands of new Energizer batteries for SWAP
Thousands of $1-off Energizer coupons at Target and other participating retailers
Thousands of campsites over two days
Hundreds of thousands of total potential Twitter impressions
Services
Research & Planning
Concept/Creative Development
Production/Activation
Event Management & On-site Planning
Resources
Print Studio
Fabrication Studio
Production & Staging Equipment
Dedicated Staffing Personnel
Team
Mark Shomaker
Mobile Operation
Chris Jobst
Account
Scott Burns
Creative
Nicole Phillips
Account
Stafford Warneke
Mobile Operation
Zach Hicks
Creative
Craig Jakubs
Creative
How can we help you create impactful experiences that entertain, engage, educate and connect with your audience?
Contact us to find out.
Chris Jobst
Director, Business Development
314.206.7804
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