I'm not a NASCAR fan but there is one thing I do know about NASCAR fans. They are fanatic. I'm not joking. They will know every sponsor on their favorite team and support them.
My old company sponsored a NASCAR Busch series car for a single season. We were a small company but our owner knew one of the team managers so we decided to risk it. We had the back deck lid, the back quarter panel, the rear bumper, the doors, and the hood. But we weren't a very good team and didn't qualify in several of the races, so we never got the exposure we could have.
Yet STILL, the response was CRAZY. This is NO JOKE.
The transporter that carries the cars and the equipment ALONE is seen by everyone at the race and it is an 18-wheeler that serves as a giant billboard as it travels from race to race. Over 100,000 miles this thing will travel with the message on the side of it. Every city it stopped at, we saw traffic hit the site. Even when there wasn't a race and the team was just traveling through.
I'm telling you, this shit works. I know it doesn't make sense and to be honest I don't even get why people like watching cars driving in a circle. But I saw the results as I was managing our website.
It was friggin crazy. On the races we didn't qualify for we saw tens of thousands of hits just from people who saw the race in qualifying rounds on TV.
On the races we DID qualify for, we would get hundreds of thousands of hits and on one race that we placed in the top 10 we had over 3 million hits on the site because the car was covered constantly and the announcers were talking about it.
It cost us about $500k for ONE car with a sorta crappy driver.
The fact that this deal was made for $300k is actually quite amazing.
But remember that this is just the beginning. More money raised means more coverage. Even our last money bomb that was only about 1 million would be more than enough to get a lot more than the back quarter panel of the car.
This is no gimmick.
It works. I'm not sure why it works but it does. These fans are loyal and if their favorite driver told them to jump off a bridge they'd do it.