Bank of America ROVAL™ 400

Charlotte, NC

Situation

As the first playoff road-course races in NASCAR history, as well as the longest race track in NASCAR, the trailblazing ROVAL™ 400 debuted in 2018 and generated massive excitement among race fans. Bank of America sought to capitalize off the buzz by concepting an immersive brand activation to connect with fans in 2019.

Solution

“The Bank of America ROVAL™ 400 is all about excitement and creating memorable moments for our fans,” Marcus Smith, the president of Speedway Motorsports, said in a news release. The motorsports industry contributes $6 billion to the economy of North Carolina annually. Bank of America’s sponsorship of the ROVAL™ 400 are credited with helping drive the community forward.

Impact

Working with global sports agency, Octagon, Britten/BoxPop™ pulled out all the visual branding stops. Combining video game racing, a mini-racetrack, and pneumatic banking tubes that delivered prizes to spectators, the family-friendly activation included everything from a custom tent and BoxPop™ shipping containers to custom-made wooden cases for displaying NASCAR trophies and historic racing memorabilia.