Canadian Tire splurges with summer-long experiential marketing

NASCAR fans across Canada will be treated to the next best thing to actually racing.

To highlight its sponsorship of the Canadian NASCAR Series races – taking place across the country this summer – Canadian Tire is partnering with Toronto-based activation agency Fuse Marketing Group to create a cross-Canada experiential marketing program.

The traveling interactive brand experience will be activated by a high-tech, 20-foot trailer that will visit more than 80 Canadian Tire retail locations and all NASCAR Series races throughout the summer. Visitors to the trailer will be invited to participate in high-energy activities including NASCAR racing video games provided by Sony PlayStation, a Kodak Winners’ Circle photo area to provide keepsakes of the experience, a NASCAR-branded radio provided by Sirius and other branded giveaways. Consumers can also view highlights of NASCAR races on large video screens.

The strategy behind the initiative, says Fuse president Garo Keresteci, is ‘to provide an opportunity for Canadian Tire dealers to engage their customers, vendor partners and communities by leveraging the powerful NASCAR Series.’