Nationwide’s latest ad with spokesperson and NASCAR driver Dale Earnhardt Jr. is going interactive with its small-business target audience.
The insurer said that it has just launched a social media sweepstakes encouraging small-business owners to enter a contest for a chance to have their business featured on Earnhardt’s No. 88 Nationwide Chevy SS. Specifically, the winning company name will be on the TV panel (rear bumper) of the vehicle for the NASCAR Sprint Cup Series race in New Hampshire in September.
Business owners through June 30 can upload a photo through the Nationwide Small Business Water Cooler promotion microsite and then customize it with a provided image for their best “Water Cooler Dale” impression. One business will be randomly selected.
The winner and a guest will also be treated as a VIP for the NASCAR race, including flights, a hotel, a seat at the race and a personal meeting with Earnhardt.
Earnhardt has appeared in Nationwide commercials since 2009, and Nationwide began majority sponsorship of Earnhardt’s No. 88 car in 2015.
Nationwide also uses retired Denver Broncos quarterback Peyton Manning as a spokesperson.