Welcome
2022 Quaker State 400
Welcome
2022 Quaker State 400
2022 Quaker State 400 presented by Walmart
July 7-10, 2022 | Atlanta Motor Speedway
The 12th annual Quaker State 400 presented by Walmart proved to be the best version of the event yet. This was the first fully-subscribed event weekend since 2019. We brought together leadership, customer groups, influencers and celebrity chefs to take part in the event. We featured Quaker State to a whole host of new media outlets excited about the event.
Leading up to the race weekend we organically integrated Walmart as a key customer and presenting sponsor of the event with the growing Retailtainment program designed to bring the excitement of the race off-site to strategic Walmart locations in the Atlanta market.
overall experience rating:
excellent
100%
sales generation from sponsorship:
effective or extremely effective
100%
Pre-Race Gift Boxes
Prior to the race weekend, guests received a box full of unique Quaker State goodies along with a few teasers on what was to come on race weekend. Our good friend Jimmy Houston live streamed his unboxing to tremendous engagement and fanfare.
Personalized Communications
Guests received personalized, branded communications with their unique hotel confirmation and agenda specific to their weekend. Immediately following the event, guests were sent a brief survey along with a link to download photos taken from the weekend.
Media Engagement
Media Engagement
Media Engagement
Media Engagement
Friday Media Tour
Sport Dimensions PR worked with the Atlanta Motor Speedway PR team to set up a wide range of national and local media outlets for driver of the #2 Quaker State Ford Mustang and Daytona 500 winner Austin Cindric on Friday before the Quaker State 400. These engagements ranged from numerous local TV and radio media to interviews presented nationwide on CNN, iHeart Radio, Sirius/XM and The Weather Channel (with driver Tyler Reddick).
impressions
2,452,002
media placements
18
Council for Responsible Sport Award
The Council for Responsible Sport awarded a Silver certification to the Quaker State 400 Presented by Walmart at Atlanta Motor Speedway. The Quaker State 400 Presented by Walmart becomes the second NASCAR event to earn this distinction behind the 2021 Pennzoil 400 at Las Vegas Motor Speedway, certified earlier this year.
Read more:
“Race fans love racing, and we’ve learned they also care about the environment. Shell continues to work with our customers and industry partners so we all make progress together in the sustainability journey. We are proud of the collaboration with Speedway Motorsports and Atlanta Motor Speedway leadership for taking broad and measurable actions to secure Silver Certification for the Quaker State 400 Presented by Walmart.”
Social Media Highlights
Retailtainment
Retailtainment
Retailtainment
Retailtainment
2022 Retailtainment Program
Walmart Retailtainment is an organic way for the presenting sponsor to activate their involvement in the race by providing customers surprise and delight opportunities at their retail locations. This initiative provides customers with a fun and safe way to enjoy the race being in market even if they can’t make it to the are track.
By integrating with other partners, the entire customer experience is enhanced by creating a place for community, fun, education and excitement.
estimated engagements
3,250
integrated partners
8
stores visited
4
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.
Guest Experience
Guest Experience
Guest Experience
Guest Experience
Saturday Night Dinner
The return of a fully-subscribed event calls for something special. We curated a VIP dinner presented by award-winning chef Aarón Sánchez as part of the launch of his tour this summer. The evening featured a delicious dinner with expertly crafted cocktails and cooking demonstrations. At the three-story Terminus 330, the evening also featured live dueling pianos along with a speakeasy experience with a custom bourbon tasting.
total guests
100
customer groups
8
At-Track Hospitality
We went full VIP from an exclusive visit to the 1948 Club ahead of the race, to on-stage introductions, to driver visits at our indoor suites. The Quaker State team also met with Walmart leadership as they held the critical role Grand Marshal to start the driver’s engines. A visit to Victory lane capped off the time at the track before we returned back to the hotel for a casual happy hour and unwinding at the hotel after a big day at the track.
Guest Feedback
Guest Feedback
Guest Feedback
Guest Feedback
overall experience rating: excellent
100%
sales generation from sponsorship:
effective or extremely effective
100%
"Absolutely amazing."
"Fantastic experience."
"We had a great time!"
"First class."
"Well organized."
"Amazing attention to detail."
"Absolutely amazing." "Fantastic experience." "We had a great time!" "First class." "Well organized." "Amazing attention to detail."
“It was an amazing experience from start to finish! The pre-planning and information leading up to the event was well done. Your team was superb in how they led everyone through the event.”
“Very well done. Was a great group and Aaron [Sanchez] was great spending time with everyone.”