Discount Tackles Super Bowl

TAMPA, Fla.--Discount Auto Parts Inc. isn’t coasting when it comes to promoting itself at the hupla surrounding this year’s Super Bowl. Based in nearby Lakeland, Fla., the No. 10 aftermarket retailer is using “guerilla marketing tactics” to reach the hordes gathering in Tampa to take in the Big Game. Discount’s game plan includes drink-coasters, banners and other advertising specialities.

“Big name advertisers aren’t the only ones who will reach millions of consumers glued to the Super Bowl this Sunday,” explained Jackie MacKay, vice president and director of public relations at Discount’s advertising agency, Cramer-Krasselt of Orlando.

“Rather than impacting them with just one television spot, we’re surrounding them with our message in unexpected ways, which we believe will have tremendous brand-building power,” said Tom Merk, Discount’s vice president of marketing.

The advertising tactics include:

• Placing coasters in the 50 closest bars to the stadium the week leading up to the event bearing the Discount Auto Parts’ logo and messages such as: “Car Guilty of False Starts?;” “Car on the Injured Reserve List?;” and “Keep Your Drive Alive.”

• A 20-foot by 50-foot day-time banner bearing the Discount Auto Parts logo will fly high above the Super Bowl’s “Gasparilla” parade on Saturday, a Garth Brooks concert on Saturday night and over Tampa Stadium itself for three hours on the afternoon of the Big Game. (The world-famous contest--which decides American professional football’s championship--is often called the “game of the century,” although one is held every year.)

• A lighted night-time banner will hover directly over the stadium during the game--bearing the message: “Discount Auto Parts, Florida’s Other Home Team. Keep that engine alive with Lucas oil products available at all Discount Auto Parts stores. Discount Auto Parts. Do it yourself and save.” (The company secured Lucas as a co-sponsor for the banner.)

In addition, Discount has orchestrated what it calls a highly successful employee promotional campaign that is treating three of the top sellers from among the retailer’s 560 stores to a vacation sports weekend.

“Given that the Super Bowl is right in Discount Auto Parts’ backyard, having a presence there makes sense,” said Merk. “The sports fan has always been a Discount Auto Parts customer. Why not touch that audience at the largest sporting event in the world?” Merk mused.

For more information, contact www.discountautoparts.com or jmackay@c-k.com.