Census goes NASCAR this weekend
NASCAR fans (The Eye's father-in-law among them) might notice a different paint job whipping around Atlanta Motor Speedway this weekend. The U.S. Census Bureau is sponsoring Greg Biffle's No. 16 car for the next three Sundays as part of the agency's advertising and outreach efforts.
The $1.2 million deal allows for the 2010 Census logo to appear on a Post-it note, one of the major products of the car's primary sponsor, 3M. The Fox television network will also air promotional spots during the race, and Biffle appears in a new public service announcement that promotes participation in the headcount.
"It is our hope that NASCAR fans across the country see the No. 16 car on the track and are encouraged to speak for their community by filling out the forms and mailing them back," Census Director Robert Groves said in a statement.
The sponsorship coincides with arguably the three most important weeks on the census calendar -- the period when the agency mails census forms to American households and hopes to get most of them back. The higher the response rate, the less money and manpower the agency will have to spend on follow-up interviews. The expensive, time-consuming and labor-intensive process will require hundreds of thousands of temporary workers.
The Census Bureau also plans aggressive advertising during this month's March Madness men's basketball tournament and spent millions on a 30-second Super Bowl ad.
Incidentally, Biffle's in the middle of a good year: He's currently sixth on the 2010 Sprint Cup Series leaderboard with three recent top-10 finishes.
Leave your thoughts in the comments section below
Posted by: snowy2 | March 5, 2010 6:37 PM | Report abuse
Posted by: steveboyington | March 5, 2010 6:59 PM | Report abuse
Posted by: wizard2 | March 5, 2010 7:12 PM | Report abuse
Posted by: AnonymousBE1 | March 5, 2010 8:35 PM | Report abuse
Posted by: schmert | March 5, 2010 10:07 PM | Report abuse
Posted by: jamesh256 | March 5, 2010 10:12 PM | Report abuse
The comments to this entry are closed.