Steal This Idea: Promote Food, Community in Festive Event

Casey’s to award year of pizza in Red Bull soapbox race
Soap box race car illustration
Photograph: Shutterstock

ANKENY, Iowa  A promotion that’s going downhill can be a good thing.

Casey’s General Stores, Ankeny, Iowa, is partnering with Red Bull on its Soapbox Race Iowa on June 18 in Des Moines.

The race challenges customers to create a team in making, and racing, a nonmotorized vehicle traveling downhill on a narrow winding road with jumps and obstacles.

A committee will name the vehicle that best reflects the heart of its community as the Casey’s Hometown Racer. Each member on this winning team, and on a runner-up team, will receive free pizza for a year in their Casey’s Rewards account.

Brakes on the soapbox racer are requiredand creativity is encouraged.

“What we’re looking for is the outrageous, the preposterous and the ostentatious,” the rules say. “A soapbox should be an extension of its team. It’s wild. It’s crazy. It can be anything they want. It just can’t be ordinary.”

Tom Brennan, chief merchandising officer at Casey’s, said, “We’re excited to play a role in the race as it draws passionate racers and fans from all over and puts an exciting spotlight on Des Moines. Casey’s is rooted in local communities across 16 states, and we’re looking for hometown-themed cars that celebrate where they’re from.”

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