IRWIN Tools Thank A Tradesman
Sweepstakes
NAME
DATE
IRWIN Tools Thank A Tradesman Sweepstakes
Overview
» Consumer Promotion – National
» Timing: March 18 to July 8 [Pay-Out 8/25-8/28]
» Online execution and promotion
» In-store merchandising with “Call-to-Action” tear-offs
Details
» Online entry: One entry per person that must include a note of thanks to a tradesman (man
or woman – names are not required) who has made a positive difference in the world
»
»
»
Winner(s) selected via random drawing but entry must include a qualifying “note of thanks”
Pole Position Winner (1): Winner plus a guest receives a VIP IRWIN Tools Night Race
experience along with a chance to win $1MM if Jamie McMurray wins the night race
Qualifier Prize Winners (5): ITNR ticket packages, hotel accommodations and IRWIN Tools
prize package
» Leveraging the Jamie McMurray partnership, PR activity will focus around a media launch at
the Spring Bristol race, a satellite media tour and culminates in a press event at the ITNR
Sweepstakes Grand Prize
Pole Position Grand Prize
» VIP Race Weekend (Winner & Guest):

Round-trip air & ground transportation

Luxury RV accommodations on track property

Passes for the IRWIN Tools suite for the NASCAR
Nationwide and Sprint Cup Series races

Exclusive, behind-the-scenes access to the night
race including pre-race activities and a trip to
Victory Lane
» AND, if Jamie McMurray takes first place at the
IRWIN Tools Night Race. . .
MILLION
MILLION
DOLLARS
2010 McMurray Stats:

3 Wins – Daytona 500, Allstate 400 &
Bank of America 500

4 Pole Awards – More than any other
Sprint Cup driver in 2010

2nd in winnings in 2010 (only behind
2010 NSCS Champion Jimmie Johnson)

Finished 3rd at the inaugural IRWIN
Tools Night Race
IRWIN is so dedicated to HONORING tradesmen that we are offering a
luxury trip and a chance to win 1 million dollars just for SAYING
THANKS!
3
Sweepstakes Communication
PR & Media Tactics
»
Launch (Utilizing Jamie McMurray)
▪
Race Weekend (March 18-21) - Bristol
– Media Center/Press Conference with race media at track
– Incorporate into Experiential Marketing & Advertising
▪ Follow Up (March 23) - Charlotte
– Satellite Media Tour focusing on racing and consumer media
(8-10 Hits)
– Audio News Release (17MM+)
– Interactive News Release (200MM+)
»
Support (Duration of the Promotion):
»
▪ Social Media (bloggers) / Rick & Bubba (radio)
▪ Sweepstakes Close Push – May/June (Race Activity)
▪ Bristol Motor Speedway web and social media pages
Pay-Out
▪ Video/Social Media updates
▪ Press Conference
▪ Victory Lane Activation
Provides a bridge between the conclusion of the ultimate tradesman
challenge in north america and national tradesmen day
Utilizes high profile asset, jamie mcmurray, to deliver messaging
[ENTER YOUR SALES PITCH]
XXXXX
»
XXXXXX
»
XXXXXX
»
XXXXXX
»
XXXXXX
BUY XXXX AND WE WILL INCLUDE YOUR LOGO ON THE SWEEPSTAKES SITE