GSK teams up with NASCAR to kick off online ad campaign

PARSIPPANY, N.J. GlaxoSmithKline last week announced a new online advertising campaign that will pit fans of NASCAR against country music enthusiasts, and in so doing raise awareness around two GSK analgesic brands -- BC powder (active ingredients include aspirin, caffeine and salicylamide) and Goody’s headache powders (acetaminophen, aspirin and caffeine), both popular powder analgesics across the South.

BC powder, represented by country music star Trace Adkins, and Goody’s headache powders, featuring spokesman Richard Petty, a NASCAR hall-of-famer, will be going head-to-head in an online popularity contest with their respective spokesmen stoking interest among their fans. The BC and Goody’s “Pick A Powder” campaign plays off the fierce and generational loyalty users have to either Goody’s or BC. Both Adkins and Petty will try to get their fans around the country to pick their team to support: Team Richard for Goody’s and Team Trace for BC on Pickapowder.com.

The campaign also features a charity component with a donation being made to the Wounded Warrior Project on behalf of Adkins and BC, and Victory Junction Camp for seriously ill children on behalf of Petty and Goody’s.

Through a series of spoofs, jabs, challenges and contests, Adkins and Petty will each argue the case for their respective analgesic powders on the Web site. Beginning June 30, fans have been able to go to Pickapowder.com and choose Team Richard or Team Trace. After fans register with a team they can vote daily. Fans and supporters will be able to participate in various contests and win prizes, including an all expense paid VIP trip for four to The Goody’s 500 at Martinsville Speedway (race tickets, air and hotel) for the Team Richard winner, and an all-expense paid VIP trip for four to a Trace Adkins concert stop (concert tickets, air and hotel) in early 2011 (location TBD) for the Team Trace winner. Winners will be announced in early October.