The Duke Boys @ Bristol Motor Speedway


Following a re-branding effort, Autotrader leveraged the primary race sponsorship of the Penske No. 22 Ford Fusion to debut the new logo at Bristol Motor Speedway. A fully integrated strategy was developed to deliver earned media placements, leverage TV commercial talent Dukes of Hazzard, engage consumers, and host 100 top customers from across the country.

The original Bo & Luke Duke and stars of the Autotrader TV campaign were guest of honor at the Food City 500 where they interacted with fans, held media interviews, joined Daytona 500 Winner Joey Logano for Driver Intros (to the Dukes of Hazzard theme song, of course), and presented a $25k Grand Prize prior the Autotrader pre-race concert featuring Old Crow Medicine Show.

Fans lined up over an hour in advance in the rain to meet the original Bo & Luke Duke. Original Dukes of Hazzard cast members John Schneider (aka Bo Duke) and Tom Wopat (aka Luke Duke) met over 350 fans, held numerous media interviews, introduced Grammy Award Winners Old Crow Medicine Show during the Autotrader pre-race concert, announced the $25,000 sweepstakes winner, met 100+ VIP guests, and joined Daytona 500 winner Joey Logano during driver intros (to the TV show’s theme song, of course).

  • 300 fan meet & greets
  • 350 fan photos
  • 84 customer meet & greets
  • extensive earned media
Project Details
  • Client Name : Autotrader

  • Location : Bristol Motor Speedway