Verizon Value's Straight Talk Wireless brand is putting two-time NASCAR Cup Series Champion Kyle Busch in the driver's seat with its new campaign centering around its "Family Dynasty Plan Sweepstakes."
Busch knows a thing or two about family dynasties. Among the nicknames the driver has picked up over the years is the sobriquet "Shrub," in reference to him being the younger brother of 2004 NASCAR Cup Series champion and 2017 Daytona 500 winner Kurt Busch.
"Dynasty families have been such a big part of our sport for decades, including my own. My dad extended his passion for racing to me and my brother, and years later, I'm fortunate enough to be passing down that same love of racing to my son Brexton," Busch said in a statement. "When I started my career and had to pay my own bills, my first wireless carrier was with a Verizon brand and I'm still a customer 20 years later."
The sweeps offers NASCAR fans a chance to win a check for $108,000 - which the brand says is the equivalent of the cost of purchasing "a three-line Silver Unlimited family plan with unlimited talk, text and data for 100 years from Straight Talk Wireless"
The brand will promote the sweepstakes through content Busch posts to his social media channels, s, as well as an email marketing initiative in partnership with NASCAR.
Entries for the sweepstakes are open through Oct. 27, the day of the Straight Talk Wireless 400 event at Homestead-Miami Speedway, with the brand informing the winner the week following the event. The brand will also stage a series of "Real Unlimited Fan Experience" activations during the event, including chances for fans to win prizes like merchandise and VIP experiences. During race day, the brand will also stage NASCAR experiential activations at an area Walmart, wrapping up a series of events in partnership with the retailer tied to NASCAR events.
Straight Talk Wireless is also partnering with The NASCAR Foundation for the organization's "Speediatrics Fun Day Festival" event on Oct. 25. The event was designed to support local youth in the area, and will include participating children from local area nonprofit branches.
The campaign stems from the Verizon entering into a sponsorship agreement with NASCAR back in July, which included the brand being named the official partner of the Homestead-Miami Speedway, and sponsor for the October 27 NASCAR Cup Series playoff race.