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Lowe?s Derby Days drives social submissions in exchange for racing experiences

On select Saturdays in January and February, Lowe?s and Dremel will host in-store clinics to build race cars for the annual Derby Days program and is asking attendees to post their creations on its Facebook page for a chance to win an all-inclusive racing experience.

Although the clinics have been an annual tradition for more than a decade, Lowe? and Dremel are likely implementing a social element to seek more participation. Furthermore, the racing experience giveaway could encourage higher engagement and a greater appreciation from racing fans.

?We added the mobile-friendly entry options this year in order to capture the real-time racecar creation moments as families work together to build them,? said Nicole Hayden, brand manager at Robert Bosch Tool Corporation.

Driven by social
Families can attend the clinics to design and build Pinewood Derby cars and will learn tips and techniques to make their cars the best they can be.

With the help of Dremel?s tools and accessories, participants will learn how to create a derby car without needing an elaborate workshop of tools. In addition, clinic participants will receive a Pinewood Derby Days patch and a coupon for 10 percent off their purchase of select Dremel tools, accessories and attachments.

Once participants have built their cars, they are encouraged to visit Facebook.com/Dremel to enter a photo for a chance to win a two-day motor sports racing experience. Winners will receive airfare, lodging, transportation, meals and premier tickets to a race. 

Participants can upload their photos from Jan. 17 to Feb. 28 on Facebook or share their photo on Twitter or Instagram using the hashtag #DerbyDaySweeps. Winners will also have their designs on display in Lowe?s stores during the 2016 season. 

Pinewood Derby Car races occur annually and have been held by various schools, organizations and groups since the mid-1950s to promote sportsmanship and teamwork among students while they learn new skills. Dremel and Lowe?s have partnered together since 2004 to provide these clinics, and the two companies encourage parents to build them with their kids as a bonding experience.

This year?s theme plays on the phrase that kids ?grow up fast,? similar to the high speeds of the racecars. 

The 2015 clinics will be held Jan. 17, Jan. 31, Feb. 7 and Feb. 21 from 11 a.m. to 1 p.m. at select Lowe?s locations across the nation.

Socially inclined
Social engagement allows brands and retailers to get to know their audiences.

Retailer Belk drove engagement on social media through the end of last year by giving followers a way to check if they are on the naughty or nice list for a chance to win a prize. 

The Santa Baby Sweepstakes, which was powered by engagement solutions company HelloWorld, offered a grand finale prize of $10,000 and additional giveaways. Belk promoted holiday spirit through constant social engagement and aimed to drive customers to the retailer for their holiday shopping needs (see story).

Similarly, in October 2014, Marriott International hoped to entice and engage job seekers with its #PictureYourselfHere social campaign, which was designed to offer insights into current associates' experiences working at Marriott locations around the world.

The campaign functioned with a streamlined job search process for potential employees, including enhanced job search capability and behind-the-scenes photos uploaded by Marriott associates. The hotel conglomerate sought to provide job seekers with a more creative and impactful searching experience, as well as provide an authentic sneak peek at the daily life of an employee at Marriott International (see story).

With its long standing relationship, Dremel and Lowe's hope to seek higher numbers of engagement due to its mobile integration this year.

?Dremel and Lowe?s have partnered since 2004 to offer Derby Days clinics to help bring families and organizations together through the team-building, hands-on project of building a Pinewood Derby Race Car with the integration of Dremel tools,? Ms. Hayden said. ?What started out as Derby Days merchandising at a retailer has expanded to a comprehensive consumer engagement program complete with in-store clinics and an online promotion designed to inspire consumers with ideas as they create their own ultimate derby cars.?

Final Take
Caitlyn Bohannon is an editorial assistant on Mobile Marketer, New York