Race Fans Gear Up to Recycle With the Rechargeable Battery Recycling Corporation (RBRC)

RBRC Announces Its New “Green Means Go…RECYCLE” Campaign and Rolls Out a New Interactive Exhibit for NASCAR Fans

ATLANTA, July 6, 2006 – Looking to engage directly with passionate race fans and to offer consumers a fun way to be smart about recycling, the Rechargeable Battery Recycling Corporation (RBRC), a nonprofit dedicated to rechargeable battery and cellphone recycling, announced today the introduction of a new entertaining and educational modular exhibit and display, which will be featured at various top speedways throughout the summer.

As part of its “Green Means Go…RECYCLE” campaign, RBRC will encourage NASCAR fans to learn about rechargeable battery and cellphone recycling before they watch their favorite racers speed around the track. The 53-foot long modular exhibit and display will feature a full-size racing simulator car, an interactive prize wheel where individuals can be rewarded for their recycling knowledge, and fun, educational materials and giveaways from RBRC. Additionally, RBRC spokesperson, Richard Karn, will be at select NASCAR races for autographs and photos.

NASCAR fans are considered a key target audience by RBRC, since many of them frequently use power tools and other portable electronics such as digital cameras and MP3 and DVD players, which run on rechargeable batteries. According to surveys conducted by Simmons Research, NASCAR enthusiasts are nearly 20 percent more likely than non-fans to own electric hand-held power tools.

Additionally, when asked if they engage in home improvement projects, nearly 10 percent more NASCAR fans responded in the affirmative, when compared to non-fans.

“We are pleased to be involved with the sport of NASCAR since many of our collection retailers, including Lowes and The Home Depot, already have a strong presence at various racing events,” said Ralph Millard, RBRC Executive Vice President. “Also, because so many NASCAR fans use power tools and portable electronics, it is important for us to educate these fans on the proper disposal of the rechargeable batteries found in many of these products.”

The following dates and tracks are currently slated for RBRC’s exhibit within their pre-race EXPO areas:

  • July 9  – Chicagoland Speedway (Chicago, IL)
  • October 14 – Lowe’s Motor Speedway (Charlotte, NC)
  • October 29 – Atlanta Motor Speedway (Atlanta, GA)
  • November 5 – Texas Motor Speedway (Fort Worth, TX)

“Chicagoland Speedway is proud to welcome RBRC and its important Call2Recycle program into the motorsports family,” said Matthew T. Alexander, Vice President and General Manager of Chicagoland Speedway. “The great fans who attend our events are eager to learn about the goods and services that help improve their lives. RBRC’s worthwhile recycling message will be extremely well received by race fans in Chicago and at other tracks.”

The “Green Means Go…RECYCLE” campaign was developed in collaboration with Deep Alliance Marketing, a strategic sports and event marketing company that specializes in sponsorship marketing efforts, SSG/Brandintense, a face-to-face marketing company that was responsible for building and operating the mobile exhibit and simulator car, and BtB Marketing Communications, the advertising agency that created the graphics for the overall look and feel of the exhibit.

Based on the success of this year’s exhibit and display, RBRC hopes to expand the company’s involvement in the NASCAR arena in the coming years and will continue to educate consumers on the importance of rechargeable battery and cellphone recycling.

Since 1995, RBRC has collected more than 31 million lbs. of rechargeable batteries. Consumers looking for more information on how to recycle their used rechargeable batteries and old cellphones are encouraged to call 1-877-2-RECYCLE or visit test.us.call2recycle.org.

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About BtB Marketing Communications
BtB Marketing Communications, based in Raleigh, NC, is a full-service marketing communications agency dedicated to providing integrated marketing services to technology-driven, business-to-business clients worldwide. BtB offers a wide-range of services to their clients, including: advertising and collateral development; copywriting; media planning, buying and placement; public relations; Web strategy and Web site design; market research and evaluation; trade show logistics and support; multimedia presentations; sales promotion; and event planning and execution. With experience spanning nearly 20 years, BtB Marketing Communications is recognized as one of the premier agencies in the electronics and technology marketplace.

About Deep Alliance Marketing
Founded on a simple premise that marketers deserve affordable high-level sports marketing expertise, DEEP ALLIANCE MARKETING was launched in 2003 by industry veteran, David Paro. DEEP specializes in creating strategically sound sponsorship-based marketing programs, providing a variety of services, including property analysis, sponsorship negotiation, sponsorship management, and promotional planning. Based in the Chicago suburb of Clarendon Hills, IL, DEEP ALLIANCE MARKETING has worked with all major sports properties and has an extensive background in NASCAR.

About SSG/Brandintense
SSG/Brandintense is about Face-to-Face Event Marketing™ – amplifying the value of its clients’ brands through dynamic and successful event marketing programs. Introduced in 1993 by Ronald C. Gaines and NASCAR veteran Terry Labonte, SSG/Brandintense has grown consistently each year and is responsible for many of breakthrough ideas in the motor sports marketing and mobile events industry. With clients such as Kellogg’s (including special events targeted for the Hispanic market), CITGO, Masterfoods USA (M&M/Mars), Advance Auto (including Hispanic market events), Unilever, Ravenswood Winery and Diageo (Crown Royal), SSG/Brandintense successfully serves some of the worlds most recognized and respected brands. Capabilities include creative program conception, equipment design and manufacture and over-the-road staffing fulfillment, as well as on-site activation elements and integrated brand promotions.

About Call2Recycle®
Call2Recycle is the industry’s first and only product stewardship program for rechargeable batteries. The nonprofit program is administered by the Rechargeable Battery Recycling Corporation (RBRC), a public service organization dedicated to rechargeable battery recycling. There are more than 30,000 Call2Recycle drop-off locations throughout the U.S. and Canada. More than 175 manufacturers and marketers of portable rechargeable batteries and products show their commitment to conserve natural resources and prevent rechargeable batteries from entering the solid waste stream by funding the Call2Recycle program. In pursuit of its mission, Call2Recycle also collects old cellphones, which are either recycled or refurbished and resold when possible with a portion of the proceeds benefiting select charities. For more information, call 877-2-RECYCLE or visit test.us.call2recycle.org.

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