KBB & Dale Earnhardt, Jr.


After a successful inaugural sponsorship season, Kelley Blue Book returned to the track with a|i|m to identify additional integrations to fully leverage the relationship with Hendrick Motorsports and Dale Earnhardt, Jr. 

The program included corporate hospitality, social media activation, and consumer engagement. Customers, employees, and executives were hosted at the Atlanta race, and the fully integrated consumer promotion featured a fan zone activation, social media sweepstakes, in-venue airing of clever brand spots featuring Dale Jr., and a turnkey weekend hospitality program for 109 guests.

a|i|m designed a “Price It to Win It” game show for the fan zone activation in which fans guessed the KBB Fair Purchase Price of featured vehicles to win prizes, including a trip to the All Star Race. 



  • 173 game show contestants (despite the cold & rainy weather)
  • 109 guests
  • 2 appearances by Dale Earnhardt, Jr.
Project Details
  • Client Name : Kelley Blue Book

  • Location : Sonoma Raceway