How a sponsor is taking full benefit of a wreck

Casper’s Ice Cream is taking full benefit of a wreck involving their NASCAR driver, J.J. Yeley, at Texas Motor Speedway final 12 months in a singular method.

It’s not too usually {that a} NASCAR sponsor can take full benefit of considered one of their wrecked race automobiles, particularly when it’s one of many smaller and extra underfunded groups that aren’t anticipated to run properly and don’t generate a lot consideration to start with.

However that isn’t the case for ice cream model Casper’s.

In his first race driving a FatBoy paint scheme for Rick Ware Racing at Texas Motor Speedway in late October, J.J. Yeley was concerned in an early wreck, a wreck that made him the one driver who didn’t have to attend out the three-day rain delay to return to the four-turn, 1.5-mile (2.414-kilometer) oval in Fort Value, Texas to run the remainder of the 334-lap occasion.

Casper’s turned that wreck into a singular advertising alternative.

They noticed a speedy enhance in social visitors, engagement and direct gross sales following the wreck, and Twitter blew up discussing the model. Actually, a number of person posted pictures of them buying merchandise, with many mentioning the race and the crash.

It was the proper storm of conventional advertising techniques laying the groundwork for contemporary instruments to take over. Whereas sponsoring somebody at a sporting occasion is nothing new, firms in the present day spend the majority of their advertising cash on new and stylish platforms equivalent to TikTok and Instagram. However after nearly a century in enterprise, Casper’s is aware of what works and who their goal customers are — households.

On account of the publicity stemming from this incident, they’re making a gift of three automobile items from that wreck, all of that are signed by Yeley.

“We’ve been thrilled to really feel the power and pleasure surrounding how a lot America loves each NASCAR and FatBoy Ice Cream!” mentioned Keith Lawes, EVP and Corp Secretary at Casper’s Ice Cream, Inc. “We’re grateful for the possibility to present again to our followers with these FatBoy automobile items signed by J.J. Yeley. We’re trying ahead to much more probabilities to work together with NASCAR and FatBoy followers alike as we hit the monitor in 2021!”

You should definitely observe together with the giveaway on FatBoy’s Instagram feed. Winners are slated to be introduced on Monday, February 15.

FatBoy returned to Yeley’s #27 Chevrolet for the 2020 season finale at Phoenix Raceway, and he completed in a decent thirtieth place in that occasion. He doesn’t have any Cup Collection plans lined up for the 2021 season.


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