The Craftsman Experience is designed to stand out in a very cluttered environment—crowds of 100,000+ and hundreds of vendors at the NASCAR race festival. We erected 20-feet tall wrenches to attract attention, and built an 8,000 square foot attraction that let fans play race simulators, work on a pit crew, see tool demos, and for the first-time see an actual full size truck on a 360 degree rotisserie. To enter, fans give data via handheld scanners; $5 gift cards are immediately delivered to drive local store traffic.

The Craftsman Experience has traveled to more than 16 NASCAR race events, touching more than 150,000 fans and adding 17,000 opt-in names to the database. Non-paid media coverage is substantial, with dozens of print and web profiles, including a feature in PROMO magazine. Best of all, SPEED Channel, the NASCAR TV partner, now broadcasts it’s pre-race show live from our attraction each week, solidifying Craftsman’s leadership position.