ROXOR CROSSED THE FINISH LINE AT DARLINGTON RACEWAY AND WON A MESS OF NASCAR FANS
They call it the track, “Too Tough to Tame,” but it sure wasn’t too tough for the Mahindra ROXOR. In fact, you might say it was a marriage made in NASCAR heaven.
“The word “tough” is at the core of what ROXOR and Mahindra Tractors are all about,” said Viren Popli, President & CEO, Mahindra Automotive North America and Mahindra Ag North America. “Tough is what wins in NASCAR and on the farm.”
Not only did the ROXOR team build a display that caused a lot of rubbernecking at Darlington Raceway, but also created numerous activations around the NASCAR Xfinity Series race, the Mahindra ROXOR 200, that ran on Saturday, May 7th. Those activations were built around celebrating all the tough mothers out there who came to the race on Mother’s Day Weekend – including NASCAR Cup Series driver Chase Briscoe’s mom: Jamie Briscoe. As the Grand Marshal of the Mahindra ROXOR 200, Jamie gave the traditional time-honored command of “Drivers Start Your Engines.”
All in all, it was an incredibly successful weekend where we saw a spike in engagement across all ROXOR social media platforms and a 100% increase in website traffic. But maybe our favorite part was watching all the smiles we got when we handed out buttons that read, “Tough as a Mother.” They got us. And we got them. Especially their mothers.
“It was a great weekend for ROXOR,” said Rich Ansell, VP Marketing, Mahindra Automotive North America. “Executing a race entitlement and a display activation that lasted three days was a ton of work, but it’s always worth it when we see how enthusiastic people are for ROXOR and our tractors.”
As we packed up the tents and tractors on Sunday, it felt good to have made new friends, as well as a strong connection between Mahindra and ROXOR for all the world to see.