TNT’s brand activation will create awareness within the Charlotte EpiCentre and add to Turner Sports’ already growing resume of creative and original marketing campaigns. TNT will be the first to market with a sound-activated initiative that helps demonstrate the depth of TNT’s overall assets. “This fully integrated campaign allows us to reach NASCAR fans on all touch points through unique, eye-catching, high-impact marketing,” said Christina Miller, senior vice president, Turner Sports Strategy/Marketing/Programming. “This is the first time NASCAR has ever done something like this with its partners and we are excited to be able to lead the way with our brand activation.”
The campaign involves branding elements, including the full takeover of a four-story elevator shaft in the main courtyard, staircases, and a 26-foot TNT logo on the ground at the base of the elevator shaft. Enhanced audio technology called “directional audio” will complement the EpiCentre campaign with a concentrated beam of audio (imagine a flashlight, but with audio instead of light) directed to a specific location. When an individual walks through the audio beam, they will hear custom tune-in audio messaging  AC/DC’s “T.N.T.”, engines revving, cars speeding around the racetrack  only heard within the beam. When individuals exit the beam, they won’t hear it anymore.
Working with Valvoline, NASCAR on TNT also will equip several service stations in Charlotte with Summer Series signage, banners, as well as outfit each service tech in “NASCAR on TNT” crew shirts. The centerpiece is an event on May 27th featuring Greg Biffle and a live radio remote by Charlotte’s #1 country music station  WSOC  to generate additional awareness and exposure for the Summer Series.
The TNT NASCAR Summer Series kicks off on June 12  as part of its six consecutive races of exclusive NASCAR Sprint Cup Series  at the Pocono Raceway for the Pocono 500. Following Pocono, the Series will go to Michigan and the Helluva Good: Sour Cream Dips 400 (June 19), Toyota/Save Mart 350 in Sonoma, Calif. (June 26), Coke Zero 400 from Daytona International Speedway (July 2), Quaker State 400 at Kentucky Speedway (July 9), and end in Loudon, N.H. at the New Hampshire Motor Speedway for the Lenox Industrial Tools 301 (July 17).(TNT)(5-26-2011)
