In addition to providing a helping hand for those in need, one of the goals that AAA has for their partnership with Richard Childress Racing is to connect directly with customers and potential customers in a unique way. During the 2017 season, AAA put the driver of the No. AAA 3 Chevrolet, Austin Dillon, to work… undercover as a shuttle driver at Kentucky Speedway.
As “Chuck, the shuttle driver”, Austin gave fans a once-in-a-lifetime opportunity to receive a helping hand from a championship winning NASCAR driver – without even knowing it. As you can see from the video above, a lot of fun was had (and some new fans were gained).
AAA used the video to create unique and engaging content on their social media channels during the race weekend.
This simple, but impactful example from the 2017 AAA program illustrates the unique bond between driver and sponsor that exists in NASCAR and how companies are using this relationship to reach consumers and achieve business goals.