Switch has auto racing in its DNA. And if there’s one thing we know to be true of NASCAR fans, it’s their loyalty to the sport. Fans devote entire weekends to race days, whether sprawled on the couch for a TV binge or setting up camp near the race site. Atlanta Motor Speedway (AMS) is a core track in the Speedway Motorsports network, attracting thousands of NASCAR fans – and brands – with every race. By investing in sponsorship opportunities, brands have a chance to exclusively engage with the animated NASCAR audience. The challenge for many brands, including our client Wind Creek Wetumpka, is in knowing how to take full advantage of their sponsorship. Brands have paid for a grand platform for engaging with consumers – but how do they best activate upon it?!
Just a two and a half-hour drive on I-85, Wind Creek Wetumpka Casino & Hotel is the Atlanta’s closest destination for a deluxe gaming experience. Wind Creek’s tagline, “a little slice of Vegas where you’d least expect it,” drove home the inspiration for the casino’s activation. Switch’s goal – bring a casino experience –the luxury, the anticipation, and the winnings – to NASCAR fans at Atlanta Motor Speedway over one of the biggest race weekends of the season.
Switch™ helped Wind Creek Wetumpka bring this to life with a medley of experiences that simulated “Atlanta’s Closest Casino” both in functionality and appearance. At the main entry, brand ambassadors were set up to meet and greet consumers over 21 while introducing them to the Wind Creek Players Club. Those who registered were awarded a gold coin to be redeemed in the on-site Gaming Lounge. This high-end zone featured a row of custom Wind Creek “slot machines.” Participants swapped their coin for a chance to win – tee shirts, free buffets, event tickets and VIP, all-expenses paid stays at the Wind Creek Casino & Hotel.
The Oasis component of the activation provided a relaxation spot and relief from the blazing Georgia sun. This space delivered the same sense of indulgence and exclusivity that The Club membership provides at the casino. Finally, The Grill area hosted a food truck from which famished fans could sample the quality menu provided at Wind Creek Wetumpka.
Each area of the experience was staffed with knowledgeable and friendly staff members informing guests about the casino and the benefits of joining The Club. The activation yielded nearly three times the goal of registrations for The Club and delivering a “little slice of Vegas” where NASCAR fans truly least expected it.