2023 Quaker State 400 available at Walmart

JULY 7-9, 2023 | ATLANTA MOTOR SPEEDWAY

The 13th annual Quaker State 400 available at Walmart showed us the Quaker State brand in exciting new ways. We brought together leadership, customer groups, influencers and our new relationship with Trackhouse Racing to take part in the event. We continued our media tour from last year with Daniel Suarez from Trackhouse and Austin Cindric from Team Penske representing Quaker State to a variety of mainstream media outlets. Guests enjoyed the first-ever iteration of a Sunday night race with great action all the way through, despite the early finish due to rain.

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.

Two Quaker State Paintouts for the Quaker State 400

Data provided by Nielsen

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.

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 Daniel Suarez driver of the #99 Quaker State Chevy Camaro. Suarez made upwards of ten different media hits promoting The Quaker State 400 Available at Walmart. In addition, #2 Quaker State Ford Mustang driver and Daytona 500 winner Austin Cindric and NASCAR anayalst Larry McReynolds made appearances on national television at both The Weather Channel and FOX Sports.

2023 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. Daniel Suarez, driver of the #99 Quaker State Chevy Camero with Trackhouse Racing even came by to meet with fans and show them his car for the race.

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.

Saturday Night Dinner at the Aquarium

We brought 200 guests from 35 customer groups together Saturday evening at the world-renowned Atlanta Aquarium for a unique gathering ahead of race day. The evening featured live entertainment, remarks from Shell leadership and a visit from NASCAR legend Larry MacReynolds. The upcoming Quaker State branding was incorporated throughout the evening from the current paintout, to the graphics leveraged throughout the venue.

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 CISA leadership ahead of the race. Police escorted transportation anchored the commute to the track and was a weekend highlight for the group while we escaped the rain delay.

Shell Fuel For Success

We linked Joey Logano up with aspiring students from inner-city Atlanta to experience a full day of NASCAR racing.