This morning on Twitter, Kim Kardashian showed off pictures of a fabulous pink NASCAR race car bearing her name and new signature fragrance. Of course, any publicity is good publicity, but I can't help feeling like that #36 car was a waste of perfectly good advertising dollars. As of May 2004, purchasing the space on the upper hood and and sides of the car to display your name, face and/or product could cost as much as $15 million for a season. Even if it's a one-race deal, it could have cost as much as $400,000 in 2010. That was then. Surely prices have gone up since then, recession or not.
Call me crazy, but I just don't feel like the target markets for NASCAR and Kim Kardashian's fragrance are intersecting anywhere. Most men have no idea that Sephora is a luxury beauty retailer offering quality cosmetics, as well as celebrity-endorsed or -inspired products that their girlfriends or wives might want. They might get googly-eyed for Kim K., but will that translate into sales and brand awareness? I'm just not sure. Are NASCAR viewers going to turn to their wives and ask, "Honey, have you ever tried Kim Kardashian's new fragrance? I bet it would smell nice on you. Is there a Sephora nearby?" Doubtful. I'd feel the same if she sponsored a wrestling match. Is her target market there? I don't believe it is. However, great job by Kim to show off the car via Twitter. Personally, I'm not a NASCAR kind of gal, but I am a social media lover. That car may not fit the target market, but she's certainly doing her part to remind her fans and followers about her fragrance. She constantly post updates about Sephora fragrance events, sponsorships, and photos. Maybe, aside from the event itself, the NASCAR sponsorship simply serves as a more unique reminder of the products Kim has created and endorsed. Love her or hate her, you can't deny she and her team are pros when it comes to branding. PHOTO: from www.twitpic.com via Kim KardashianCOSTS: http://www.nascar.com/2004/kyn/nascar_101/05/20/team_costs/
