Office Depot Logs More NASCAR Mileage

By Caren Putterman

Office Depot is taking its "Official Small Business of NASCAR" sweepstakes out for another spin.

The annual sweeps puts the logo of the winning company on the back of the No. 99 racecar sponsored by Office Depot for an upcoming Sprint Cup Series race in Kansas City, KS. The grand prize also includes a $10,000 small business makeover, a trip for four to the race, and the rights to use an "Official Small Business of NASCAR Courtesy of Office Depot" logo on marketing materials.

The sweeps is communicated via standees, floor clings and security pedestal wraps at store entrances. Features in the chain's April 27 and May 4 circulars also support the promotion, which runs April 27 to June 22. Signage features No. 99 car driver Carl Edwards. Only companies with fewer than 100 employees are eligible. Wunderman, Chicago, handles.

A new component of this year's campaign is "Connect with Carl," an online feature that lets business owners send customized messages to employees, friends and family encouraging nominations for their business. Each nomination counts as an additional entry.

The "Official Small Business" sweeps has run annually since 2005, when Office Depot became NASCAR's "Official Office Products" sponsor. The retailer leverages the sponsorship for themed sales and promotions throughout the NASCAR racing season, which runs February through November. Last month, it hosted a two-day "Race in For Savings" sale in which products were priced at 99 cents or $99 -- corresponding with the sponsored car.

Office Depot, Delray Beach, FL, operates 1,267 stores in the U.S. and Canada. The company reported $1.7 billion in North American retail sales in first-quarter 2008 (ended March 29), a 7.0% decrease from the same period last year. Comparable-store sales declined 9.0%. The chain opened 45 stores during the quarter, most of which were postponements from fiscal 2007 plans.

Published: May 2008

Source: In-Store Marketing Institute

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