MRO Image IRWIN Tools Thank A Tradesman Sweepstakes NAME DATE

IRWIN Tools Thank A Tradesman Sweepstakes » Consumer Promotion – National » Timing: March 18 to July 8 [Pay-Out 8/25-8/28] » Online execution and promotion » In-store merchandising with “Call-to-Action” tear-offs Overview Details » Online entry: One entry per person that must include a note of thanks to a tradesman (man or woman – names are not required) who has made a positive difference in the world » Winner(s) selected via random drawing but entry must include a qualifying “note of thanks” » Pole Position Winner (1): Winner plus a guest receives a VIP IRWIN Tools Night Race experience along with a chance to win $1MM if Jamie McMurray wins the night race » Qualifier Prize Winners (5): ITNR ticket packages, hotel accommodations and IRWIN Tools prize package » Leveraging the Jamie McMurray partnership, PR activity will focus around a media launch at the Spring Bristol race, a satellite media tour and culminates in a press event at the ITNR

DOLLARS MILLION Sweepstakes Grand Prize 33 » VIP Race Weekend (Winner & Guest):  Round-trip air & ground transportation  Luxury RV accommodations on track property  Passes for the IRWIN Tools suite for the NASCAR Nationwide and Sprint Cup Series races  Exclusive, behind-the-scenes access to the night race including pre-race activities and a trip to Victory Lane Pole Position Grand Prize 2010 McMurray Stats:  3 Wins – Daytona 500, Allstate 400 & Bank of America 500  4 Pole Awards – More than any other Sprint Cup driver in 2010  2 nd in winnings in 2010 (only behind 2010 NSCS Champion Jimmie Johnson)  Finished 3 rd at the inaugural IRWIN Tools Night Race » AND, if Jamie McMurray takes first place at the IRWIN Tools Night Race... DOLLARS IRWIN is so dedicated to HONORING tradesmen that we are offering a luxury trip and a chance to win 1 million dollars just for SAYING THANKS!

» Launch (Utilizing Jamie McMurray) ▪ Race Weekend (March 18-21) - Bristol –Media Center/Press Conference with race media at track –Incorporate into Experiential Marketing & Advertising ▪ Follow Up (March 23) - Charlotte –Satellite Media Tour focusing on racing and consumer media (8-10 Hits) –Audio News Release (17MM+) –Interactive News Release (200MM+) » Support (Duration of the Promotion): ▪ Social Media (bloggers) / Rick & Bubba (radio) ▪ Sweepstakes Close Push – May/June (Race Activity) ▪ Bristol Motor Speedway web and social media pages » Pay-Out ▪ Video/Social Media updates ▪ Press Conference ▪ Victory Lane Activation PR & Media Tactics Sweepstakes Communication Provides a bridge between the conclusion of the ultimate tradesman challenge in north america and national tradesmen day Utilizes high profile asset, jamie mcmurray, to deliver messaging

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