SpongeBob SquarePants 400
At Victory Management Group we create experiences. Working with Nickelodeon, we created one of the biggest experiences in NASCAR’s recent history. On May 9th, 2015, Kansas Speedway was transformed into Bikini Bottom for the SpongeBob SquarePants 400.
From Krabby Patties to Jellyfishing, VMG had every component of sponsorship activation covered for this program. We secured the title sponsorship for Nickelodeon, worked with the client on all promotional, creative, public relations and branding efforts for and at the race. It was complete sponsor immersion including seven paint schemes promoting Nickelodeon, Kids Zone at-track, and a 900’ mural featuring SpongeBob SquarePants – the largest mural ever in NASCAR history. Every available space was “Spongified.” The painting of the frontstretch and backstretch walls in SpongeBob’s iconic sponge pattern pushed the boundaries and created a huge sponsor impact.
The program included branded content, in-store promotions, radio promotions, on-air features on Nickelodeon and Nick Sports, social media campaigns, PR campaigns across all platforms and a mix of traditional and new media for promotion. This led to over 500,000,000 impressions, over $13,000,000 of television calculated exposure value, over $12,000,000 of PR exposure ad equivalency and a social estimated reach of over 24,000,000.