From 2010-2011 leading Kimberly-Clark Professional brand, WYPALL* Wipers, sponsored the NASCAR Nationwide Series race at Phoenix International Raceway. The sponsorship was well integrated across the business and produced significant sales-focused promotions around the exclusive assets of the race entitlement package. This allowed KCP to reward top sales persons and top purchasing customers.
In addition to the exclusive asset sales promotions, HB&M Sports helped WYPALL* Wipers activate a 150’ x 150’ display featuring many KCP brands including Jackson Safety and SCOTT Home Professional. The space was designed to engage consumers in product trial and included data collection for lead generation in the Phoenix and surrounding markets.
WYPALL* Wipers hosted over 350 customers at the event. Customers participated in advisory council sessions, hotel hospitality, special events and at-track hospitality.
In 2011, as part of the Phoenix International Raceway reconfiguration, WYPALL* treated national and regional media members and customers to an exclusive ride-along session with Kurt Busch in a street-legal Dodge Charger SRT. The race entitlement also served as a platform to feature the WYPALL* Wipers campaign: "The Dirt on Shop Towels". The campaign combined signage elements at food service stations and a full "Shop Towel Diner" featuring shop towel sandwiches and diner servers.