Innovative logo design makes its American motorsports debut at the “World Center of Racing”
DAYTONA BEACH, Fla. – Coca-Cola is known for its marketing innovation and Daytona International Speedway has developed an impressive list of “firsts” in motorsports throughout the last six decades. Now the two companies will unveil a first for American motorsports marketing as the “World Center of Racing” becomes the inaugural NASCAR racing venue in the U.S. to debut 3D Signs turf logos during the Coke Zero 400 Powered By Coca-Cola.
The logos are specially designed and painted to appear three-dimensional during the television broadcast of events at Daytona. Fans watching the race broadcast at home will see the logo appear in eye-catching 3D. The technology was developed by the Denmark based LogoPaint A/S, and has been used in sporting events worldwide including professional soccer, cricket, basketball and some motorsports events. LogoPaint’s Peter Clausen says, “We are proud to be part of this great world-known event and to work with Coca-Cola. Our product will show Coca-Cola’s logo in a new and innovative way and at the same time increase the exposure effect.”
“Coca-Cola continues to reach consumers in fun and innovative ways, and they couldn’t have picked a better venue to showcase their latest effort than Daytona,” said Daytona International Speedway President Joie Chitwood III.
“Only Coke Zero offers Real Coke Taste with Zero Calories, and the brand is always pushing the envelope to do things which people think are impossible. By introducing this groundbreaking technology at the track, we’re giving television viewers an incredible spectacle that’s never been seen in NASCAR,” said Ben Reiling, Director of Motorsports Marketing, Coca-Cola North America. “Showcasing this cool 3D logo innovation during the Coke Zero 400 Powered by Coca-Cola brings race fans watching at home closer to the sport.”
The logos are located in two areas on the Daytona International Speedway property. The first, a Coke Zero 400 Powered By Coca-Cola race logo, is located on the grass inside of Turn 4. The second, a Coca-Cola logo, will be featured on the inside wall at the exit of Pit Road.