Forget MySpace. Enter MyRace.

Crown Royal currently lets customers personalize a product label and/or the blue chamois bag the bottle comes wrapped in. The blended whisky maker is now taking this concept to the next level, by allowing for personalization of one of the brand’s signature events.
According to ESPN, one lucky NASCAR fan will have his or her name attached to the 2007 Nextel Cup Series race at the Richmond International Raceway in Richmond, Va.
The race will tentatively called the “The Your Name Here 400 presented by Crown Royal” until a grand prize winner will be chosen from a pool of 10 finalists.
The fan’s name will be recognized by NASCAR and on television as the race’s official name. The contest winner is also expected to present a trophy to the race winner in Victory Lane.
Corwn Royal is the primary sponsor of Jamie McMurray’s No. 26 car.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.