CDW Uses Motorsports to Reach IT Prospects

As title sponsor of the RuSPORT motorsports team, CDW revved up a compelling and relevant platform for reaching professionals with purchasing and/or sourcing influence for IT products and services in the business, educational and government sectors. CDW vendors, including EDGE Tech, Plantronics, Targus, Oracle and Hewlett-Packard joined in as official suppliers and cosponsors. Business customers attended the race and experienced CDW product against the backdrop of the Champ Car World Series. VIP tours demonstrated similarities between their challenges and those of the team; attendees mingled with CDW race driver Justin Wilson and viewed the race from the VIP/owners stand. CDW increased awareness through a race-themed general media campaign and generated more than $15 million in domestic TV value. Co-sponsors received $33 million in domestic TV value. To date, CDW has recorded 17 percent sales gains among hosted customer accounts compared to last year.