milk* Engineers NASCAR Sponsorship to Drive ROI

South Norwalk, Connecticut- This July, creatively driven boutique ad agency milk*, launches its North American Power client into the national spotlight with a fully integrated NASCAR sponsorship. 

North American Power tasked milk* with developing branding opportunities to foster interactions with their customers. milk*’s creative strategic vision and North American Power’s forward-thinking culminate in the innovative integration of NASCAR, Charity and media on a national and local level.

NASCAR driver Parker Kligerman will drive the milk* designed North American Power car #77 on the New Hampshire Motor Speedway in the Nationwide Series race on July 13, 2013. Sponsoring the car and the logo design was only the beginning.

The platform includes a sponsorship of the New Hampshire Motor Speedway, making North American Power the official power provider of the speedway, giving the company access to several key assets around the speedway as well as inclusion in many of the track’s marketing assets. Additionally, to further push the envelope, North American Power also became the sponsor of the Kyle Bush Motorsports #77 car and their driver Parker Kligerman, who is also a North American Power customer.

The unique blend of talent at milk* combines big-picture thinking and nimble, out-of-the-box, creative fire-power. milk* is building a new kind of integrated platform that aspires to do more than just build brand awareness for North American Power.  Senior Account team member Suzanne Cunningham said “We were really looking for a way to endear North American Power into the hearts of New Hampshire residents by making it about more than just saving money on your power bill. It’s about doing good and giving back.  It’s about supporting the communities that make you successful.”

The platform needed to have a strong charity component that creates affinity for the brand. milk* ideated and will be implementing the platform that consists of the Leading Laps program.  For every lap that Kligerman leads during the New England 200 on July 13th, North American Power will donate $1,000 to the Children’s Hospital at Dartmouth, a prominent children’s hospital with strong connections to the New Hampshire Motor Speedway. 

The race will be aired nationally on ABC. To market the sponsorship and charity initiative, milk* purchased TV spot times on local networks, radio ads as well as additional events and sponsorships including the Parker Kligerman night at the New Hampshire Fisher Cats baseball stadium. Every aspect of the event, charity and media will be leveraged in social media.

The partnership between milk* and North American Power is a powerful example of the innovative way branding, doing good and full-on entertainment can thrive together. 

For more information, please contact milk* at 203-851-1100.