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Innovation embraces energy

Innovation embraces energy

The JRT agency® and Consumers Energy bring a fresh approach to experiential marketing at Michigan International Speedway (MIS) NASCAR events.

Nothing defines a race fan’s favorite time of year better than summer sun and the thunderous roar of horsepower. Yet even the most ardent connoisseurs of the smoky victory burnout will tell you, it’s also nice to take a break from the heat and action now and again.

So, what’s the perfect complement to three-wide, bump-and-rub chaos and the sensory overload of unmufflered race motors? Enter the latest creation from the JRT agency® and Consumers Energy: The Fan Plaza Activation.

a crowd of people around a large consumers energy tent

The Fan Plaza powered by Consumers Energy is the perfect escape when both fans and their smartphones need a recharge. Whether it’s a quick cool down under the Consumers Energy misting tent, a much-needed H2O rehydration, a reapplication of SPF 50 or a quick plug-in for a mobile device, the Plaza is the only station on-site made for comfort and re-energizing.

people lounging on couches under a large tent

But, that’s only the first lap of the activation.

The Fan Plaza offers interactive games and an immersive experience that amplifies everything fans love about MIS and NASCAR. First up at the Pit Stop Challenge, fans get to experience the pressure of being on a pit crew; they actually compete for the fastest tire changing times using an impact wrench and getting their car back in the race. Afterwards, they have the chance to win prizes on the spin-to-win wheel by answering related trivia questions.

two young boys playing a game

Next up, it’s photo time in the Consumers Energy/MIS Speedway photo-booth, where fans put on their best winner’s circle poses to immediately share on social media. The best of the best have their winning shots featured right at the booth. All these photo engagements are powered by #CEBucketTruck, an easy and organic way to curate participation and promote energy efficiency for the brand. And, the well-known MIS truck works as a real-time, geo-location pin for those at the event to easily find the fun.

a computer screen populated with different images

Improving on-site activation for the Consumers Energy brand by showcasing it in an engaging, informative way has us crossing the finish line better than ever. Creating contacts on-site at MIS for fans to receive energy and cost savings tips  ­– which had nearly 70,000 attendees on property throughout the weekend – is our trophy. And, with time preparation, strategizing and conceptualizing creative to find the most innovative ideas, the partnership is successful at bringing experiential marketing to an entirely new level.

The Consumers Energy brand definitely made their mark, making a lasting impression at the NASCAR Firekeepers Casino 400.

Are you interested in seeing the innovative booth in person? Visit the Consumers Energy site at the next Michigan International Speedway August Activation: Monster Energy NASCAR Cup Series Consumers Energy 400, on August 9-11, 2019.