. SAMMY Award Presentation OBJECTIVES Assignment: Develop a NASCAR - - PowerPoint PPT Presentation

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SAMMY Award Presentation

OBJECTIVES

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Assignment: Develop a NASCAR at-track activation platform

designed to generate awareness for Target’s new fresh grocery displays and Target-owned grocery brands (Market Pantry and Archer Farms) among NASCAR fans and NASCAR fans who camp

Goals: – Foster connection between NASCAR, Target & Grocery

– Create “brand hysteria” with “Only Target can do that!” moments – Increase awareness of Target’s grocery offerings – Increase purchase intent – Drive store traffic and increase sales

STRATEGY

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Method: The “Taste of Target” activation was developed to capture

the attention of race fans through the creation of an “Only Target Can Do That!” platform which educated and informed guests about Target grocery while persuading trial of Archer Farms and Market Pantry brands and driving guests back to Target stores

Tactics: Macro and Micro Level

Macro – Developed to create “Brand Hysteria” and awareness Micro – Used to educate guests on Target grocery and Target- Owned brands

KEY ACTIVATION ELEMENTS

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Activation Elements used to engage and capture the attention of guests: – Target Taste Wagons – Taste of Target Shuttles – Target Race Carts – The Target Tailgate – Campground Makeovers – Grocery Giveaways – Target-Themed Premium Items Activation Locations: – Charlotte Motor Speedway (CMS) – Homestead-Miami Speedway (HMS)

COMMUNICATION STRATEGY

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A communication strategy was created in order to make campground guests aware of all of the Taste of Target activations leading up to and during race weekends. Elements Included: – Social & Digital Media – Camper Check-In – Coupons, Recipe Cards, and Fliers We worked with and leveraged the following partners’ communication platforms: – Charlotte Motor Speedway – Homestead-Miami Speedway – Earnhardt Ganassi Race Team – Juan Pablo Montoya, Driver - #42 Target Chevrolet

RESULTS

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The Taste of Target activation platform was viewed as a success by Target based on the following measurement results as conducted by pre and post-race custom research surveys: – Same Store Sales Increased by 25% Year over Year – Awareness of Target Grocery Doubled – Target Grocery Purchase Intent more than Tripled – 160,000 Samples, Coupons, and Menu Cards Distributed – More than 2,000 Original Social Media Posts about Taste

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– 3,500 “Surprise and Delight” Experiences were Provided to Guests

TASTE OF TARGET

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