DAYTONA BEACH (07/08/2008), Few things symbolize the spirit of America more than the Fourth of July, an American flag, and a citizen-Soldier in uniform.
But combine those with NASCAR's most popular driver on a race weekend and you get a powerful marketing tool capable of reaching millions of people.
The Florida Army National Guard capitalized on the partnership between NASCAR driver Dale Earnhardt Jr., Hendrick Motorsports and the National Guard during the Coke Zero 400 at the Daytona International Speedway July 3-5.
Recruiters and Guardsmen were in force at the track for three days leading up to the annual race, meeting fans, passing out small American flags, demonstrating Guard capabilities and, most importantly, showing their support for Earnhardt and the No. 88 race team.
"He is the premier NASCAR driver, and the National Guard is a premier service," explained Florida Army National Guard recruiter Master Sgt. Donald Hicks. "We'll probably have between 50,000 to 100,000 spectators come through here today on the Fourth of July."
Hicks and other Guardsmen staged in a 150,000-square-foot display area outside of the track, where fans could talk with Guardsmen, get their photos taken with No.88 replica race cars, and even try out their physical prowess by doing push-ups and pull-ups with Special Forces Soldiers.
Members of the Guard's local air defense artillery unit were on hand with an Avenger missile system display and to explain their military service to fans.
"We've gotten enormous feedback from the fans," Hicks said. "A lot come through and thank us for our service and supporting Dale Earnhardt Jr. It's just been fantastic."
National Guard Bureau NASCAR Program Manager Sgt. 1st Class Shawn Stone said the interactive exhibit titled the "Dale Jr. Thank a Hero Tour" is a perfect fit at events like the Coke Zero 400.
"We called it the 'Thank a Hero Tour' because NASCAR is grassroots America, and just like the National Guard it is in local hometowns and communities," he said. "When you come out here and people start shaking your hand and saying 'Thank you' when you are in uniform, there is nothing more powerful than that. The best way to recruit someone into the National Guard is take someone who is already in, and have (that Soldier) tell their story."
Stone said that the exposure of the National Guard at similar events has improved dramatically since the service signed on to sponsor Earnhardt late last year, and that has reflected in recruiting numbers, already doubling the number of recruits referred from NASCAR events last year.
"Dale Jr. sells over 40 percent of all NASCAR merchandise," Stone said. "From the exposure standpoint there is no one in all of sports who is better than Dale."
The Florida Army National Guard also used the weekend to unveil its latest recruiting tool: a 2008 Chevy Impala wrapped in vinyl and patterned after Earnhardt's No. 88 stockcar.
Sporting an Army Combat Uniform print with the National Guard logo on the hood and sides, and even Earnhardt's signature over the driver's window, the vehicle is the first of three "Dale Jr." cars the Florida National Guard will use for recruiting.
"Having three major NASCAR races in the state each year, two in Daytona and one in Homestead, we knew we wanted to have these cars," said Regina Bell, the marketing director for the Florida Army Guard's Recruiting and Retention force.
Bell said Daytona-area National Guard recruiters will use the vehicle to maximize exposure in their region and help draw even more potential recruits to learn about the benefits of serving as a citizen-Soldier.