NASCAR Mobile Tour

Challenge:

King’s Hawaiian had always had a singular Memorial Day event strategy. But they wanted to pivot to an extended marketing approach for a broader reach. Not only that, they needed to launch within a tight time frame to support a new product launch in the King’s Hawaiian family.

Strategy:

We proposed a Mobile Tour – executing at various NASCAR venues across the country – to achieve the range of geographies they desired, and tap into the potential for more product sampling and impressions. We devised a plan for onsite brand and fan engagement with high visibility for the brand activation of their new product: King’s Hawaiian pretzel buns. (Wave the checkered flag, we have a winner.)

Solutions:

Entertainment 3Sixty created a King’s Hawaiian-branded mobile sampling unit to hit the road and serve up King’s Hawaiian pretzel sliders. Expanding their presence at these events, we also created a photo area for selfies and on-site games. To add even more to the draw, we hosted a Q&A session with King’s Hawaiian NASCAR driver, Brad Keselowski. The new King’s Hawaiian pretzel sliders went fast…just like Brad.

238,562

Impressions
by Miles
Driven

18,063

Sliders
Served

11,250

Premiums
Distributed

487

Photo
Moments
Captured

King's Hawaiian - NASCAR 01
King's Hawaiian - NASCAR 09
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kings-hawaiian-food-sampling-las-vegas
King's Hawaiian - NASCAR 03
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King's Hawaiian - NASCAR 02