EXPERIENCING
a road trip

When one hears NASCAR, you think Daytona, Darlington and Talladega. New York isn’t an inkling in ones imagination even though NASCAR runs regularly at Watkins Glen, a 5-hour - check that, 4-hour drive at NASCAR speed from Times Square. Could you imagine a road race through the canyons of NYC?

As NASCAR expands its appeal, its giving fans in metro markets like Las Vegas and Chicago a chance to experience their cars hurtling down urban streets at 180mph. How does it bring a feel of that to NYC? Through fan experiences like its Champions Week festivities where cars take a Victory Lap (at 8mph) and its Block Party - a big tailgating event with concerts, race simulators, show cars, food and games.

We brought the Lowe’s NASCAR fan tour truck to join the excitement of the tailgate. Our focus was to train and manage Lowe’s brand ambassadors to activate games and contests, and distribution of Lowe’s swag.