Feb 11, 2008

eBay, IndyCar Team Up for Promotional Push

In years past, marketers of products would team with a popular racing series to give their product more visibility and, with luck, garner more sales. Now IndyCar has teamed with eBay on a new promotional sweepstakes, but it looks as if the racing series will be the one getting the much-needed boost.

There's not much doubt that the IndyCar Series and Indianapolis 500 being featured on online powerhouse eBay's new "And the Winner is ...You" promotion is a natural. The sweepstakes promotion, which runs through February 29, will give eBay shoppers the chance to win a VIP trip for four to attend the 92nd Indianapolis 500 in May. The "Need for Speed Award" package includes a VIP trip for four -- four tickets to the race, airfare and hotel accommodations, access to at-track hospitality, the behind-the-scenes tour of the famed Indianapolis Motor Speedway, and a ride around the track in a pace car, as well as a $1,000 gift certificate from eBay. Now that's a prize package worth winning!

Each day, eBay members can visit the game online. Once registered, consumers can select a Shop Victoriously Award Envelope to get an entry into the grand prize sweepstakes drawing of their choosing. Clicking on an envelope will not only register consumers into the sweepstakes drawing, but will also activate an instant win game that will award more than 1,000 eBay gift certificates during the promotional period.

IndyCar drivers and their spouses are apparently no stranger to eBay. Last Valentine's Day, IndyCar crew chief Andy O'Gara gave his wife, IndyCar Series driver and Commercial Point, Ohio, native Sarah Fisher, an official Ohio State University football helmet he bought on eBay. We can only hope Fisher reciprocated that act of love in kind. Vision Racing driver Ed Carpenter wasn't quite as romantic, but he was also was the winning eBay bidder for a prize present. This one was not for his wife, but for himself.

"I bought my Harley on eBay the day after I got engaged to Heather as a present to myself," said Carpenter, who also has purchased about 50 slot cars on eBay. "It also happened to be the same day that I qualified for the (Indianapolis) 500. I was checking my eBay auction from the garage area before I qualified."

What a catch Heather got for herself there, huh, ladies? In any case, the IndyCar/eBay hookup seems like a marriage (or at least a blind date) made in heaven.

"IndyCar Series racing has a great product to offer that combines speed, competition and innovation, and we're always looking for ways to expose people to that product," said Terry Angstadt, president of the Indy Racing League's commercial division. "When you look at the volume of consumers visiting eBay on a daily basis and the respect it has among online shoppers, it's clearly a great organization to work with to increase our exposure on a global scale. I'm confident that the lucky winner of the 'Need for Speed' grand prize will have a great time in Indianapolis this May."