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 Matt DiBenedetto and Ryan Blaney featured on 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.

In-Store Promotion: Command to Start Engines

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.

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.

Social Media Campaign Examples

Results

 Quaker State 400 - Walmart

 Quaker State - Walmart

Walmart