One might expect that on Saturday, Feb. 19 and Sunday, Feb. 20, bets were being placed on who would win the 58th annual Daytona 500. However, it wasn’t the on-track competition that encouraged event attendees to play the odds.
It was the Florida Lottery that captured the attention of thousands over the course of two days.
After a successful partnership at Homestead-Miami Speedway for the 2015 NASCAR season finale, JHE Production was enlisted again by the Florida Lottery to build its experiential activation at the 2016 NASCAR season opener.
Florida Lottery used the same JHE design as Homestead, which started with a hand-drawn sketch that was utilized by creative services to transform the vision into a sophisticated illustration.
That illustration came to life in an activation zone that was approximately 65 feet wide by 20 feet deep and included a covered stage. The two areas adjacent to the stage supported the Florida Lottery’s ticket sales efforts. Weekend efforts totaled more than $250,000 in tickets sold.
To engage fans in the midway, two comedians performed shows on the hour every hour. The duo incorporated trivia games, corn hole, fan interaction on stage and giving away t-shirts, hats and of course lottery tickets.
The Florida Lottery also secured driver autograph and question-and-answer sessions including Chris Buescher, David Gilliland, Ty Dillon, Landon Cassill, Austin Dillon, John Wes Townley and Ben Kennedy.
Look for JHE Production and the Florida Lottery to team up again for the Coke Zero 400 at Daytona International Speedway and Ford Championship Weekend at Homestead-Miami Speedway.