Along with the familiar Interstate Batteries green on Kyle Busch’s Toyota this weekend, special logos will adorn the #18 Toyota promoting “I am Second,” an Internet-driven outreach tool (www.iamsecond.com) supported by market-exclusive advertising campaigns featuring video testimonies of hope, inspiration and transformation by individuals from all walks of life, based on their personal faith journeys. Interstate Batteries Chairman Norm Miller, a key supporter of the project that includes participants such as American Idol contestant Jason Castro, former Korn band member Brian “Head” Welch and Texas Rangers All-Star Josh Hamilton. Since the site launched in December 2008, I am Second has had nearly 1 million unique visitors from 191 countries. Dallas-based e3 Partners Ministry, which created I am Second, has complemented the Web site with creative, targeted billboard, TV and radio media buys and kiosk advertising in the Dallas-Fort Worth area, and plans to expand the campaign into other markets later this fall.(JGR), see images of the scheme on my #18 Team Schemes page.(4-18-2010)
