The Coca-Cola Company received the 2013 NASCAR Marketing Achievement Award at the NASCAR NMPA Myers Brothers Awards Luncheon held in the Encore Ballroom at Wynn Las Vegas. An official partner since 1998, Coca-Cola has become the first three-time recipient of the award.
The award recognized Coca-Cola for utilizing an immersive integrated marketing approach, which has engaged fans, customers and employees across virtually every facet of the NASCAR ecosystem, including intellectual property, promotions, public relations, B2B, online, broadcast, at track, event marketing, social media and retail.
“Throughout the course of our 15-year relationship Coca-Cola has become one of the most recognized brands in our sport,” said Jim O'Connell, NASCAR chief sales officer. “Once again Coca-Cola raised the bar by creating innovative activation and an integrated marketing approach to engage with millions of NASCAR fans, embodying the spirit of the award.”
This year, Coca-Cola introduced a series of brand spots titled, “Coca-Cola Racing Family Road Trip,” featuring NASCAR stars Tony Stewart, Danica Patrick, Greg Biffle, Ryan Newman, Denny Hamlin and Joey Logano. The four-part series premiered during the Daytona 500 and its creative mirrored storylines that were playing out on the track throughout the season.
“The Coca-Cola partnership with NASCAR is rich in history and passionately multifaceted. We’re honored and humbled to receive this prestigious award from such a valuable partner,” said Sharon Byers, SVP, sports and entertainment marketing, Coca-Cola North America Group. “From our Coca-Cola Racing Family members to decades of supporting local, regional and national activation, together our properties talk to a broad scope of fans. In 2013, the NASCAR partnership extended across 19 tracks, 13 current and alumni drivers, two entitlement races, activation with 36 national retail partners in more than 250,000 retail locations, 2.8 million My Coke Rewards entries in NASCAR-themed sweepstakes and nearly 12,000 participants in our Coca-Cola Family Track Walks.”
Previous winners of the NASCAR Marketing Achievement Award include Anheuser-Busch, Mars, ESPN, FOX / TNT / NBC, Gillette, Kmart, Nationwide Insurance, Office Depot, Sprint, the Home Depot and Toyota.