Speedway Scratch-off

// Tyson

Winner winner chicken dinner

Logos on NASCAR track walls tend to get ripped to shreds. As title sponsor of the Tyson 250 Truck Series Race, we turned that risk into an opportunity, by asking drivers to destroy our billboard. We turned our track wall sign into the world’s first scratch-off billboard. Instead of a coin, we counted on 3,000 lb. NASCAR trucks going 120 mph to scratch up our ad and reveal our prize: Tyson Chicken coupons for every single fan in attendance.