BK’s strategy was to fully leverage their sponsorship of Tony Stewart and to build consumer awareness of the partnership. BK utilised as many consumer touchpoints as possible to create this awareness. Promotional tactics were implemented in the media, at-track and in-restaurant for a Tony Stewart/BK immersion. Tactics included an on-air sponsorship announcement, BK car paint scheme and team uniforms, ads in USA Today and NASCAR Scene and banners on NASCAR sites. The biggest push was behind a Tony Stewart promotion in BK restaurants including Stewart branded merchandising, packaging, and an online sweepstakes/instant win game tied to Value Meal purchase.

The promotion caught the attention of SuperFans and NASCAR fans! 1) WHOPPER sales during promotional window up 15% in Company-owned stores 2) 1.35B merchandising and packaging impressions, valued at $6.7M; 3) 531,860 games played and 316,750 unique registrants for the online sweeps which was 3x higher than the average number of weekly registrants of a comparable promotion; 4) 20% of registrants opted-in for future BK communications; 5) BK’s sponsorship announcement garnered over 3.2M unpaid media impressions; 5) Record setting sales of BK Diecast cars sold on QVC, 5,500 in first 2 hours; 6) Stewart/BK Win ads captured over 3.6M impressions.