Dale Jr. Sports 73,000 Names on His Hood at Talladega...

Are you looking for a way to personalize a promotional offer? Are you looking for a captivating way to drive web traffic?

In April, Amp Energy announced that it was offering a "Ride with Dale Jr." promotion that would enable fans to "ride along" with Dale around the track at the Talladega Speedway on October 5, 2008. The first 70,000 fans who entered a special code from the bottom of an Amp Energy drink would have their name featured on Earnhardt Jr.'s No. 88 Hendrick Motorsports Chevrolet for the race, which is sponsored by Amp Energy.

The most interesting part of the promotion is that consumers can actually go on to the promotional website and search for the exact place where their name will be positioned on Dale Jr.'s car.

The site features an interactive navigation tool that enables consumers to scroll through the 70,000+ names that will be featured on Dale Jr.'s ride. The site also features static lists of all of the names that will be featured on the car and on the Amp Energy Pit Wall.

Jim Gravlin, Hendrick Motorsports' graphics director, spent nearly 80 hours developing a stencil for the wrap by hand and then used a computer to place the names. The entire project took nearly 200 hours to complete and five (5) test trials to perfect. The 70,000+ names adorning the No. 88 Chevrolet in Talladgea were applied in 13 point font.

All consumers who entered by the July deadline would have their names featured either on the car or on pit road banners, the car cover, or other areas around track property. Half way through the promotional period, Amp posted a free Amp Energy passcode (DALEWINS) on the promotional website when Dale Jr. won the race at Michigan International Speedway.