One of the driving forces of NASCAR’s previous success has been clever advertising campaigns putting a human face on drivers. The latest one is a bit edgier.
Burger King, a Tony Stewart sponsor, has zeroed in on a burning question -- the truthfulness of celebrity endorsements.
On October 20th on live television Stewart, the two-time Sprint Cup Champ, will be hooked up to a polygraph and asked if he really enjoys the product whose company supports him.
“It’s no secret that I love the Whopper sandwich,” Stewart said. “Participating in a live polygraph test just further demonstrates my enthusiasm and the lengths that I’ll go to, to prove my love for its flame-fresh taste.”
In the next few weeks fans will be asked to go over to the Burger King website and pose questions, some of which will be put to the popular driver. A company marketing spokesperson advises the campaign is working already.
The polygraph test is part of a popular new Burger King campaign showcasing the signature Whopper (hamburger) sandwich – Stewart’s favorite Burger King item.
According to a press release “the campaign, titled “The Tony Stewart School of Endorsements,” launched in early September and features Stewart advising other celebrities on how to successfully endorse products. In the quirky ads, Stewart explains to his class that they should “only endorse things you believe in” and that they have to be authentic to be successful – just like his love for the Whopper sandwich.”
Stewart, now co-owner of Stewart Haas Racing, who used to debate the press corps over their mass when he endorsed a healthy life-style fast food sponsor, will probably pass with flying colors.
photo:Edelman
Burger King, a Tony Stewart sponsor, has zeroed in on a burning question -- the truthfulness of celebrity endorsements.
On October 20th on live television Stewart, the two-time Sprint Cup Champ, will be hooked up to a polygraph and asked if he really enjoys the product whose company supports him.
“It’s no secret that I love the Whopper sandwich,” Stewart said. “Participating in a live polygraph test just further demonstrates my enthusiasm and the lengths that I’ll go to, to prove my love for its flame-fresh taste.”
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In the next few weeks fans will be asked to go over to the Burger King website and pose questions, some of which will be put to the popular driver. A company marketing spokesperson advises the campaign is working already.
The polygraph test is part of a popular new Burger King campaign showcasing the signature Whopper (hamburger) sandwich – Stewart’s favorite Burger King item.
According to a press release “the campaign, titled “The Tony Stewart School of Endorsements,” launched in early September and features Stewart advising other celebrities on how to successfully endorse products. In the quirky ads, Stewart explains to his class that they should “only endorse things you believe in” and that they have to be authentic to be successful – just like his love for the Whopper sandwich.”
Stewart, now co-owner of Stewart Haas Racing, who used to debate the press corps over their mass when he endorsed a healthy life-style fast food sponsor, will probably pass with flying colors.
photo:Edelman