Napa sparks up a cross-Canada rally race

A virtual car race developed by BCP for Napa Auto Parts features 14 daily webisodes of action-packed racing, promoted through social media, TV, OOH and print.

Napa Rally 5000 is out with a new integrated media campaign, a first-of-its-kind cross-Canada virtual car rally conceived by Montreal-based BCP for Napa Auto Parts.

The race starts Aug. 13 with five teams racing from Calgary to Montreal in used cars, and can be followed daily through 14 webisodes on its official website, where fans can also enter to win over $35,000 in prizes, including a VIP Nascar weekend and $10,000 in Napa products.

The 5,000 km-course takes the teams representing British Columbia, the Prairies, Ontario, Quebec and the Maritimes through the usual road hazards of motoring in Canada as well as a slew of mechanical challenges – from stripped lug nuts to wet spark plugs to blown tires, so ‘Support Crew’ signups are also encouraged. Members supporting drivers and co-drivers follow teams each day and get email updates about the rally and its progress as well as a shot at the prizes.

Promotion for the cross-country race, touted as Canada’s longest, spans on-air and online media buys with Sportsnet and TQS, as well as in-store signage, Napa Auto Parts flyers, a massive email campaign and social media presence on Facebook, Twitter, blogs and forums.