Logos on NASCAR track walls tend to get ripped to shreds. As title sponsor of the Tyson 250 Truck Series Race, we turned that risk into an opportunity by inviting drivers to destroy our billboard, revealing Tyson Chicken coupons for every fan in attendance. We transformed our track wall sign into the world's first scratch-off billboard—and fans responded immediately. The entire coupon inventory was claimed in just one day, with 40% of redemptions coming from new Tyson customers, proving that even a destroyed billboard can drive meaningful business results.
2024 CANNES OUTDOOR SHORTLIST