Expanding on a successful first race sponsorship at New Hampshire Motor Speedway (NHMS) in 2007, HB&M Sports and LENOX – a manufacturer of power tool accessories and hand tools – developed the “Extra Mile” program to launch in the 2008 NASCAR season.
Conceptually, the “Extra Mile” aligns with LENOX’s core principle of going the extra mile for their employees and customers every day. To signify this commitment, HB&M Sports worked with NHMS, LENOX and NASCAR to add an extra lap to the normal 300-lap race, making it the LENOX Industrial Tools 301.
Additionally, a promotional element of the program was designed to identify unsung heroes: men and women who have enhanced their communities through their tradesman skills. To raise awareness of the contest, HB&M Sports developed a sponsorship package with driver Jeff Burton, putting the LENOX Industrial Tool brand on his #31 Chevrolet during the NASCAR season. Burton supported the program through satellite media tours and at-track PR efforts.
The Extra Mile Heroes were revealed and celebrated at the LENOX Industrial Tools 301 race, and were invited to act as grand marshal. Each hero was awarded $31,000, or up to $1,000,000 if Jeff Burton won the LENOX Industrial Tools 301, to split with their charity of choice.
The race sponsorship also provided the opportunity to engage consumers at New Hampshire Motor Speedway through interactive consumer displays and integrated media assets. Demos included creating the NASCAR Cup trophy out of a saw blade, cutting an actual car with a LENOX T2 saw, and guests participating in games featuring demos and trials of LENOX products.
Additional assets included activating a hospitality suite, pairing LENOX guests with NASCAR drivers for truck rides during driver introductions, and having a customer wave the green flag for race start.