Grocery · Touring
Vons and Safeway
Putting race fans in the pit crew
The program
Pit-crew portraits, delivered by access card
The brief
Vons and Safeway needed to engage NASCAR attendees in a way that would earn social shares and drive traffic to a campaign site, while coping with race-day crowd volumes. The ETZEL Agency brought us in.
The creative
Brand ambassadors worked the crowd face to face with the green-screen running on an iPad, putting people into the race as part of a pit crew and showing them the result immediately. The reaction to seeing yourself in the scene is what makes someone share it.
What happened next
Delivery was by coded photo access card. In a loud, moving, outdoor crowd that beats typing an address into a phone every time, and it turns the handover into a keepsake rather than a form.
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