Wednesday, August 13, 2008

Microsoft's NASCAR strategy could create new trend

Next time you're channel surfing for Sunday afternoon entertainment and land on a NASCAR race, take a close look at the rear panel of Michael Waltrip's car, where you’ll see  Microsoft’s small business logo. The fancy , $1 million ad cost Microsoft the same number used on Michael Waltrip's car: 00.

How was this possible? Because the ad was financed by Microsoft’s small business clients. In return, each client can plaster their logo on a mock image of Waltrip’s car on their respective website. According to Forbes' article, other companies,including Target, have implemented similar strategies. Target awarded NASCAR-themed in-store product displays to business who wished to contribute to Target’s sponsorship of Chip Ganassi.

Several factors may push NASCAR ad prices higher, from fuel prices, increased overhead, and  higher costs for engineering research. As a result of the current economy, many corporations may cut their marketing costs with the Microsoft strategy.

As Microsoft’s strategy is tested in NASCAR, consider the potential in other sports. The same strategy could be modified and applied for other individual-driven sports: golfers, tennis players and maybe even UFC fighters, who could offer virtual tatoos or shirt logos to cover their online image-which would make for an eye-catching banner ad. The possibilities are endless.

Posted By Matt O'Hern at 08:56 AM
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