More than 118,000 fans seated along the front and back stretch of the Daytona International Speedway will get cards to produce the stunt. The front of the cards will display a “patriotic design” to be displayed during the singing of the national anthem. Following the anthem, participants will be asked to flip the cards to reveal the logo of the Gillette Fusion razor, which P&G launched with a Super Bowl ad earlier this month.
NBC is being paid to air the flip-card stunt live as part of Gillette’s promotional package with the network for Nascar coverage, said a spokesman for the P&G unit.
Jacob Davis Productions, of Orlando, Fla., is producing the stunt, which P&G said edges a prior record of 102,000 participants in a similar 2002 effort at the Richmond International Speedway in Virginia. Publicis Groupe’s Starcom MediaVest Group handles communications planning and media buying.
The effort dovetails with other Gillette Fusion marketing around the marketer’s Young Guns program, now in its third year, which includes TV and print ads and promotions involving six top Nascar drivers, including Dale Earnhardt Jr. Young Guns also supports P&G ’s Duracell and Oral B brands.