Pep Boys®/NASCAR®
Building Retail Traffic with Games

Objective: Pep Boys® wanted to increase sales in its stores by motivating more frequent store visits and stimulating impulse sales.

Challenge: The dilemma here was to figure out how to leverage NASCAR® among avid NASCAR fanatics as well as consumers who were indifferent to NASCAR.

Solution: Marketing Visions created the “When Your Car Wins, You Win!” Game Card program using a “Watch & Win” format during the summer NASCAR races. Pep Boys store cashiers distributed millions of cards, and every card was a potential winner the entire summer! No one knew which cars would win ahead of time. Consumers watched ABC and TNT each week to actively root for their cars to win. They went back to Pep Boys over and over again to get more game cards, and more potential winners.

Elements: “When Your Car Wins, You Win!” scratch-off game cards were distributed by Pep Boys’ cashiers. Two scratch-offs were printed on each game card—a car number (e.g., 26) & a prize (e.g., $500). If your car won any race during the summer, you won the prize on your card. Winners were posted in Pep Boys stores and online each week.

Results: This unique, highly involving program resulted in double-digit increases in consumer traffic and sales.