As a sponsor of NASCAR’s road course races in Sonoma, CA, Savemart sought to activate the relationship at retail.


Develop an online strategy that would include gift-with-purchase, and Catalina-based rewards for loyal shoppers. The Sonoma Road course is owned by Speedway Motorsports Inc (SMI), so any retail activation would need to meet SMI requirements while also fitting within the framework of a NASCAR alliance, absent of an official sponsor relationship.


By engaging the Official NASCAR Members Club (ONMC), of which there were 100,000 members, and packaging at-track VIP experiences for loyal consumers, POC Media was able to secure retail activation at Savemarts, while developing a mutually beneficial CRM database for Savemart & ONMC.