Friday
Oct092009

Why Is FedEx Stuffing Nascar Driver Denny Hamlin Into Its Drop Boxes?

Denny Hamlin's voice inside drop boxes will make sending FedEx packages a unique experience.October 9, 2009: A classic routine on the original version of the TV show, Candid Camera, involved putting someone inside a mailbox and then scaring the bajebahs out of unsuspecting passersby who opened the front lid to drop in mail.

FedEx has updated that by stuffing Nascar driver Denny Hamlin — or at least Hamlin's recorded voice — into FedEx drop boxes, so that when consumers open the front lid to put in a FedEx letter or package, they will hear a recording of Hamlin say, "Hi, it’s Denny Hamlin. If you like fast, you just dropped that package in the right place.” That will be followed by the sound of a race car.

Hamlin is the driver of the No. 11 FedEx Toyota Camry for Joe Gibbs Racing in the Nascar Sprint Cup Series. The effort is being use to support the final weeks of "The Chase for the Cup."

FedEx plans to have these sound devices in more than 300 FedEx Express drop boxes in Charlotte, NC, next week prior to the Banking 500 only from Bank of America race Oct. 17 at Lowe's Motor Speedway.

More than 400 other sound devices will then be placed in such Nascar markets as Greensboro, NC; Birmingham, Ala.; and finally in Miami the week of Nov. 16 leading up to the season finale of the Sprint Cup Series on Nov. 22 at the Homestead-Miami Speedway.

The campaign is from BBDO New York, which is celebrating its 20th anniversary as FedEx’s agency. FedEx said this would be the first time the company has used voice-enabled devices in its drop boxes.

Hamlin, who has driven the No. 11 FedEx car since his rookie season in 2006, has previously done several TV spots for FedEx, including "Relax," where he unwinds between races by driving his lawn mower at high speeds; and "Fishing," where he shows off his other hobbies by turning up the speed on his power boat.

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