SMITHFIELD SMOKE MACHINE
In 2018, Smithfield Foods hoped to leverage its new primary sponsor relationship with NASCAR’s Stewart-Haas Racing, co-owned by former NASCAR champion driver Tony Stewart. PROtential’s concept for a national consumer sweepstakes aligned Tony Stewart, Ford Performance, and Formula Drift champion driver Vaughn Gittin Jr. to build and give away a high-performance, 700 horsepower RTR Ford Mustang. The Mustang went on a national tour, with displays on Hot Rod Power Tour, and at select NASCAR races and Goodguys Rod & Custom show events. The promotional campaign generated more than 20 million impressions, with 2.2 million unpaid social media impressions, 700,000 “build video” views and engagements, and 55,000 unique entries.