Client: Nicorette (GSK) Integrated NASCAR Program

Type of service: Sponsorships & Face2Face™ Marketing

The Situation:

GlaxoSmithKline, the promoter of Nicorette®, NicoDerm® CQ® and Commit®, was looking for a way to reach a new demographic of smokers to educate about quitting smoking through their NRT products.

Lighthouse created an alternative media and outreach program at lifestyle events like NASCAR, targeting smokers wanting to quit, during lifestyle events.

Replace the “Winston equity” and co-promote with NASCAR tracks, races and drivers.
At-track interactive exhibit including counselors offering smoking cessation assistance to smokers leading to purchase of Nicorette, Nicoderm & Commit.
Sponsorship of cars and tie in with NASCAR drivers including Jeff Gordon, Reed Sorenson and Richard Petty.
Sponsorship of events, including Nicorette 300 and “Sound & Speed” NASCAR/Country Music Festival.
Development of account-specific programs for top retailers.
Ongoing advertising including advertisements with USA Today full-spread, NASCAR Scene, NASCAR Illustrated, Race Watch.
Creation of a documentary about Nicorette’s car 41, to extend the exposure.
Development of comprehensive PR program to leverage at tracks & sponsorship activities.

Counseling up to 9,000 (or an average of 3,000) people per event weekend, totaling over 75,000 people at NASCAR events and 200,000 at all events in 2005.
After receiving the counselings, 29% immediately made a product purchase, 60% planned to make a purchase with 48.5% setting a date to stop smoking.
Product sales went from negative to as high as 20%+
NASCAR recognized GSK brands for an unprecedented first year sponsorship.
Millions of impressions due to PR coverage.
Sponsored the Nicorette 300 Busch Series Race.