NASCAR and Cartoon Network have teamed to develop the 'NASCARtoon Racing' brand, a customized on-air and online campaign sponsored by Kellogg's. Its designed to engage young fans with the excitement of NASCAR racing through the familiarity of their favorite Cartoon Network characters.
The campaign was introduced July 19, 2004, with a national promotion that will extend on-air and online with a national sweepstakes and 'NASCARtoon Racing' Garage game where kids get to design their own Cartoon Network racing car.
Cartoon Network will also create a sustained campaign on-air and online called 'NASCARtoon Racing Presents...' featuring Cartoon Network characters providing fun and highlighting themes such as the Chase for the NASCAR NEXTEL Cup, teamwork and competition.
"The 'NASCARtoon Racing' campaign is an educational and interactive way to create new NASCAR fans by teaming with the Cartoon Network brand, said Sarah Nettinga, director, film, television and music entertainment, NASCAR Digital Entertainment. And, as NASCAR families are likely to experience the car design activity together, we'll help introduce new viewers to the network's colorful cast of characters," she continued.
"NASCAR's broad appeal with men and women, adults and children, means we're able to deliver a great deal of support to cross-promotions such as these," said Liz Schlosser, senior marketing strategist for NASCAR.
"This partnership unites the thrill of live NASCAR sporting events with the unexpected fun and surprise of Cartoon Network," said Kim McQuillken, evp, Cartoon Network sales & marketing. "Together with our sister network TNT, a NASCAR broadcasting partner, we've constructed a campaign to capture each child's imagination. Cartoon stars such as Dexter, The Powerpuff Girls and Johnny Bravo will encourage kid viewers to take part in the sweepstakes, test their own creative abilities, and see how they, too, can enjoy NASCAR along with the rest of the family."
Cartoon Network will air 30 second spots July 19-Aug. 1, 2004, introducing 'NASCARtoon Racing,' promoting the sweepstakes and driving kids to www.CartoonNetwork.com. To enter the national sweepstakes, participants must visit the 'NASCARtoon Racing' area within the site. Kids will also be able to create and submit an original racecar design by playing the 'NASCARtoon Racing' Garage game. At the end of the two weeks, a panel of NASCAR drivers and Cartoon Network producers will select the favorite design. The best car design will be showcased in a customized promotional spot on Cartoon Network.
The 'NASCARtoon Racing' sweepstakes grand prize winner will receive a trip for a family of four to attend a 2005 NASCAR race. Four hundred runners-up will receive a die-cast No. 5 Kellogg's Chevrolet car autographed by NASCAR NEXTEL Cup Series driver Terry Labonte.
Following the conclusion of the sweepstakes, the mini-site will be updated to include a photo gallery of the 'NASCARtoon Racing' car designs submitted by kids, the 'NASCARtoon Racing' Garage game, 'NASCARtoon Racing Presents...' content and a link to NASCAR.COM, the official site of NASCAR, produced by Turner Sports Interactive.
Cartoon Network, currently seen in 86.4 million U.S. homes and 145 countries around the world, is Turner Broadcasting System Inc.'s 24-hour, ad-supported cable service offering animated entertainment.
