2021 Quaker State 400 presented by Walmart

July 9-11, 2021 | Atlanta Motor Speedway

We were back on site for the first time bringing the Quaker State 400 presented by Walmart to Atlanta Motor Speedway. Anchored by pre-event activations at Walmart, virtual engagements, a business-focused dinner prior to the event and custom content the race once again highlighted the value of Quaker State’s involvement in NASCAR.

Pre-Race Content

Quaker State assets were integrated into every aspect of the coverage leading up to the event including a special series getting to know Matt DiBenedetto, hosted by Larry McReynolds. Matt also joined NASCAR, Ryan Blaney and more for the live-streamed pre-race show seen below.

NASCAR.com Pre-Race Show Metrics

Metrics below show combined performance for YouTube and Facebook.

Shell Racing Mobile App

Fans are loving Shell Racing. The most popular event of the two is the 4 lap race where you win the Walmart car and the 21 car - that's about 4x more popular than the time trial event. Our most dedicated player has spent 7 and a half hours playing the AI race event, racing it 213 times!

We have around 1500 monthly active users in the game in the USA. Players in the USA are spending around 1 hour 25 minutes playing the game each, on average and this is increasing over time.

Pre-Race VIP Dinner

We received approval to host nearly 50 VIP guests onsite at the race, with most of NASCAR’s access safely and responsibly restored. It was the first time many people have seen each other in person for nearly 16 months. The energy and engagement of being onsite were felt right from arrival. We arranged an intentionally spaced-out dinner for people to catch up ahead of race day.

Customer Engagement

Continuing the integration found at Retailtainment and further leveraging the “presented by” assets, the starting command of the race was performed by local Walmart team members excited to start the race weekend off.

Exclusive Assets Renewed

We remembered what it was like to have coveted access to the garage and drivers ahead of the race. Most guests enjoyed a fist-bump with every driver as they made their way to their introductions. We also welcomed Matt DiBenedetto up to the suite for an insightful visit as he prepared to race at the Quaker State 400.

After the race, it was time to get back in the winner’s circle for Machteld to present the winning trophy and enjoy the enjoy the celebrations.

2021 Retailtainment Program

Months of planning, scouting, designing and aligning took place to bring a unique surprise and delight opportunity for Walmart customers leading up to the race. We called it Retailtainment as the display area was a dynamic way to provide customers with a fun and safe way to enjoy the race in their hometown even if they couldn’t make it to the track.

Integrated Partners

At each of our stops, we collaborated with partners of Quaker State and NASCAR to connect with the community. Atlanta Motor Speedway ensured each location had coverage from a local radio station to promote the event.

Multiple Points of Exposure for Quaker State

From local media to PR placements to onsite exposure opportunities, Quaker State found itself being talked about all around the excitement of the upcoming Quaker State 400. Matt DiBenedetto was integrated into NASCAR’s pre-race programs to engage fans onsite, while Qualer State ambassador Larry McReynolds took time with Atlanta Motor Speedway to discuss what it takes to win at the challenging race track.

PR Placement Results

Social Media Highlights

The Racing Writer’s Podcast

For three episodes, we integrated into Racer Magazine's Kelly Crandall with stories and interviews from driver's and personalities in the NASCAR garage.

Local Media Engagement

Along with press release coverage, the team is excited to announce that FOX 5 Atlanta broadcasted their segments with the firesuits while at the track! WAGA’s Paul Milliken was at the track where he initially teased the firesuit, then conducted a couple interviews with folks while at the track, standing just next to the freshly-painted green and white start finish line.

Bringing the Spirit of Quaker State to Your Home Kitchen

For those that could not make it to the race track, we built branded gift boxes to send to 365 customers, partners, media, employees and otherwise friends of Quaker State. The boxes were built and sent with sustainability in mind, also featuring Igloo’s first-ever completely compostable cooler. Guests joined the virtual grill session after receiving 4 reminders complete with menu, ingredient list, joining instructions and some hype for the new Shell Racing mobile app.

Matt and Larry Prepare for the grill out

After receiving their own gift boxes from Quaker State, Matt and Larry couldn’t wait to walk social media through what an amazing gift it was!