Kurt Busch is in hot water.
State Water Heaters wanted more eyeballs on their NASCAR sponsorship of Kurt Busch.
Inspired by Kurt’s love/hate relationship with the media, we decided to create a "State
Water Heater Dunk Tank" and place it outside of the media center at Charlotte Motor
Speedway. With this, any journalist who has ever had a bad experience with Kurt would be
able to dunk him in water.
The event was an hour long, and received write-ups, articles and mentions (including
videos and pictures) from over a dozen journalists. The total impressions of the event
surpassed the media value of the actual car on the track.