PositecPositec, a company that designs and builds big manipulators and materials handling equipment, needed some big ideas and big results. They engaged Viridian Marketing to develop a strategic approach, activation plan and execution fulfillment for its tie-in with Charlotte Motor Speedway at the Coca-Cola 600 Race weekend.


Their goals were simple, but not easy: brand awareness for specified tool products, customer acquisition through data collection, and fan engagement with tools.

Viridian Developed A Two-Fold Approach

At-Track Activation:
– Branded Display Area
– WORX SD Drilling Contest/Challenge
– Tool Girls for data capture
– Leader Board for contest

Away-From-Track Activation:
– Email sweepstakes for existing customers
– Email photo blast with product offer


Activation Considerations

– Create a robust activation plan that can deliver against the stated objectives and fit within budget parameters
– Incorporate a photo op to include a branded custom overlay on which we can direct creative and use as a second touch point after the event with a product offer
– Engage existing Positec customers with an email blast sweepstakes that employs sponsorship asssets

Activation Tactics

Branded Display Area

WORX SD Drilling Contest/Challenge

Tool Girls and Photo Op

Data Capture and Instant Win


Program Launch: 2013