Takeda Launches Campaign To Talk About Gout

September 7, 2011

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.