Takeda Pharmaceuticals is going to NASCAR racetracks to talk about gout, the most common form of inflammatory arthritis affecting some 8.3 million people in the U.S. The program involves a partnership
with Men's Health Network around a "Gout Pit Stop" sweepstakes and educational campaign.
On the digital front, GoutPitStop.com serves as the fulcrum where consumers can enter to win a Richard
Petty Driving Experience. For every person who enters, Takeda will make a $1 donation to Men's Health Network up to $25,000.
The campaign also involves an endorsement deal with NASCAR crew
chiefs Todd Berrier and Kevin Manion, who will share their experiences with gout via a national and local media tour, appearances at select speedways, and on the campaign website.
Takeda will
have an experiential component at race tracks with an exhibition comprising a prize wheel, trivia game, sweepstakes entry kiosks and special appearances by the crew chiefs. The company will have
elements at raceways in Atlanta, Chicago, Charlotte, N.C., and Texas.
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