In Mississippi, Alliance promoted the Drive 2 Stay Alive campaign in a state wide motorsports campaign and college football partnership.


Seven motorsports venues were incorporated into this marketing campaign.  In each of these venues, signs were placed in high traffic locations, and public address announcements were made nightly before, during, and after each event.


Premium signage opportunities were placed within each venue, providing exposure at every event during the year.

Public Address Announcements

Nightly public address announcements were made prior to and during each race.  These announcements provided safety facts and information to a captive audience throughout the race season. 


Alliance staff were on-site to activate the campaign by engaging fans attending the races.  Fans were asked to take the pledge to "Drive 2 Stay Alive".  Fans were enticed to visit the booth by an interactive game involving impairment simulation goggles.  

College Football

One of the biggest games in Mississippi involves two HBCU college programs, Alcorn State and Jackson State in the Capital City Classic game.  Alliance was on-site for the game, interacting with fans prior to the game, utilzing the impairment goggles and distributing promotional t-shirts and keychains with the safety message.