Grocery · Touring
Vons and Safeway
Putting race fans in the pit crew
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.
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.
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.