“Big Spill” Activation – Focusing on the Indy 500’s Victory Lane Tradition of Drinking Milk – to Make Stops in New York City, Chicago and Indianapolis Ahead of Race Day
NBC Sports Social Takeover By Jimmie Johnson During Qualifying Weekend
“Message In A Milk Bottle” Time Capsule Revisited
105th Indianapolis 500 Presented by Gainbridge on Sunday, May 30 at 11 a.m. ET on NBC
STAMFORD, Conn. – May 21, 2021 – NBC Sports will surround the 105th Running of the Indianapolis 500 Presented by Gainbridge with innovative and interactive marketing and social media initiatives, headlined by the “Big Spill”.
Highlights of NBC Sports’ Indianapolis 500 marketing and social initiatives:
“Big Spill”: Focusing on the Indy 500’s unique Victory Lane tradition of drinking milk after winning, the “Big Spill” activation is an interactive exhibit that showcases the energy, excitement and action that’s synonymous with the Greatest Spectacle in Racing. Fans are able to stand in front of a display that resembles a wave of milk about to crash onto them covering them in the drink, like so many Indy 500 winners have experienced. Beginning today, Friday, May 21, the “Big Spill” will be located at:
- South Street Seaport along Fulton St. and Front St. in New York City (May 21)
- Congress Plaza North Garden along Michigan Ave. and East Ida Be Wells Drive in Chicago, Ill. (May 25)
- Monument Circle inside Bollards in Indianapolis, Ind. (May 28-29)
Jimmie Johnson Social Takeover: INDYCAR rookie and seven-time NASCAR Cup Series champion Jimmie Johnson, who will be part of NBC Sports’ coverage of qualifying weekend and race day, will takeover the @IndyCaronNBC Twitter and Instagram Story for behind-the-scenes content around IMS during qualifying weekend on May 22-23.
“Message In A Milk Bottle” Revisited: The time capsule activation, “Message In A Milk Bottle,” will be revisited for a second straight year with drivers sharing their messages from 2020 as well as interacting with fan messages.
Plan Your Vaccine: As part of Comcast NBCUniversal’s Plan Your Vaccine campaign, TODAY’s Craig Melvin visits Indianapolis Motor Speedway on Friday, May 28, to highlight the track’s mass vaccination efforts ahead of hosting spectators at the Indy 500.
Milk Bottles Across NBC Sports and Affiliate Stations: Throughout the “Month of May,” NBC Sports will display sets of Indianapolis 500-branded milk bottles across a number of properties and high-profile events, including the 2021 Stanley Cup Playoffs, the Preakness, Premier League, NASCAR America Motormouths, Dale Jr. Download, Golf Today, ProFootballTalk and others, along with inclusion on studio sets of affiliate stations in major markets across the country.
Fast 9: Across NBC Sports social platforms, INDYCAR drivers impersonate Fast 9 star Vin Diesel.
The Office: Across NBC Sports social platforms, INDYCAR drivers impersonate Dwight Schrute of The Office, which streams exclusively on Peacock.
WWE: WWE superstars The Miz and Titus O’Neil will attend race-day festivities at IMS, promoting Monday Night Raw on USA Network.
Qualifying weekend coverage from Indianapolis Motor Speedway gets underway tomorrow across NBC, NBCSN and Peacock. For more information, click here.
INDYCAR is part of NBC Sports’ “Home of Motorsports” programming throughout 2021, spanning NASCAR, IMSA Monster Energy Supercross, the Lucas Oil Pro Motocross Championship, MotoGP, Mecum Auctions, American Flat Track, Dakar Rally, and more.