1. Souvenir Program 2.0
What’s new:
Name: We will no longer call this product a souvenir
program. We propose a name similar to the following:
In Gear:
The Official Program and Raceday Guide for the
AutoClub 400 weekend
A “named” product may present trademark issues we
$100 in Special Coupons don’t want to address. A more descriptive name such
inside! as “Raceday Field Manual” or simply “Raceday Guide”
may be more prudent.
Are you prepared for Size: The new product, while still a high-quality, per-
Raceday? fect bound book, will be a 7 x 9 inch size.
Take our raceday readiness
quiz! Price: The book will be a reduced $5 per copy
Layout: The book will have two covers -- the tradition-
al back cover will a second “front cover” inverted with
content geared around the Saturday event.
Content: An emphasis on the raceday experience will
be woven throughout the book making the product a
tool to be utilized throughout the weekend, rather than
a souvenir to put on a shelf. It is filled with “must have”
information and valuable offers
The goal is to make it clear that this product is not the
traditional souvenir program and that this is the new
way to participate in raceday.

2. Souvenir Program 2.0
What’s new:
Event Specific content:
The content will guide a user through their experience with an
emphasis on the raceday experience. That messaging will be
woven throughout the book making the product a tool to be utilized
throughout the weekend, rather than a souvenir to put on a shelf.
A fan’s call to action:
Anatomy of an ACS Day
Each feature will include some
specific opportunity for a fan to
“do something” to add to their ex-
Go lewiS & ClArK
perience both with the book and
Every expedition begins with a good map. Look
for the big, tall white chairs. Get to one and pick
up a DiscoverIE FanZone map. Other than your
with the event.
ticket, and this book, it will be the most important
thing you carry with you all weekend!
The sample here includes a QR
code that allows a fan to use a
mobile phone to easily access
additional content and special
offers. Content will be included
to explain how QR codes work to
increase use and adoption.
Know it All
Get your race scanner and hear real-time, two-way
communications between your favorite driver and his crew
chief and spotter. All you need is a credit card and photo ID
to rent one for the day or the weekend.
FAn SAFety FirSt
Got kids? Visit any information booth and get your child a weekend ID
wristband. It includes your seat number and cell phone number in case
the kids stray while enjoying all there is to do at Auto Club Speedway.
55 AUTOCLUBSPEEDWAY.COM

3. Souvenir Program 2.0
What’s new:
Improved content focused on guiding the users through the
day including schedules and itineraries throughout the book
making it easier for fans to plan and navigate their day.
A fan’s call to action:
The sample here includes a
Microsoft Tag -- another form of
Saturday QR code that allows a fan to use a
7 AM Infield / Pit Road Area
DiscoverIE FanZone Opens — Let the fun begin! mobile phone to easily access
With the FanZone open, merchandise haulers, food vendors
8 AM
and the heart of the Speedway gets up and running.
May I have your autograph please?
Head to the infield and feel the excitement of race day. Check
additional content and special
7AM out Autograph Alley near the garage area along the fence line.
Kids Club Scavenger Hunt
Check your FanZone map and locate the Auto Club Speedway
You never know who might stop by.
offers.
display. Pick up a scavengeRRhunt checklist and get going!
8 AM
7:30 AM Get Your Camera and Sharpie Ready
The content delivered can be up
With your pre-race pit pass, head through the Tunnel and
Ah, sweet music make your way to Pit Road to see your favorite driver’s car;
Entertainment is up and running on the Main stage with music make your picture in Gatorade Victory Lane or sign your
of all kinds. name on the Start/Finish Line. No pre-race pit pass? It’s easy
8 AM
to get. Stop by gate 16 on the way in and upgrade your ticket.
to the minute schedules, changes
Metal Mulisha Stunt Show
Get a good spot beside the stage and witness the high-flyin’,
daredevilin’, acrobatin’ tricks of the world renowned Stunt
Show.
and announcements that are
8 AM managed by the Tag system, or
Speed Channel Set
Located by the main entertainment stage, see what the
NASCAR “experts” have to say about today’s race.
fans are simply delivered the
9 AM
Get Ready to Rock
relevant pages from the tracks
Legendary artist ____________________ rocks the house with
a Pre-race concert at the Main Entertainment stage. mobile web site.
45 AUTOCLUBSPEEDWAY.COM

4. Souvenir Program 2.0
What’s new:
Even the traditional Souvenir Program content will take on a
new look and feel.
A fan’s call to action:
The sample here includes an-
other Microsoft Tag. Here, the
additional content will be more
photos and information related
to the feature content.
Humble Fans will be directed to a mobile
web page to access on site, but
beginnings
Auto Club speedway launched Five Consecutive Title Runs
will also be directed to hit the
web site when they get home.
C
alifornian Jimmie Johnson didn’t he did not set the stock car world on fire in All of that, however, was before he
begin his racing career with a stock his early days. In 1998, he finished fourth hooked up with Jeff Gordon, Hendrick
car silver spoon in his mouth. Even in the standings and won Rookie of the Year Motorsports and crew chief Chad Knaus.
Johnson sits in amazement of how someone, honors in the American Speed Association Still green in the Nationwide Series, Johnson
who had only moderate success in his early with Herzog Motorsports in his first full approached fellow Californian Gordon after
days, could rise through the ranks to become season in a stock car. a drivers’ meeting in 2000. Gordon, then a
one of the greatest drivers in NASCAR The next season, he finished third in the three-time champ, was impressed and kept
Sprint Cup Series history. And, notching his ASA, winning two races. When Herzog in touch. He eventually recommended the
first victory at Auto Club Speedway in 2002 Motorsports moved up to the NASCAR kid to Rick Hendrick to drive the No. 48
put him on the right track. Nationwide Series in 2000, Johnson Lowe’s Chevrolet full-time in the NASCAR
Although Johnson won 25 races, six finished 10th in the standings and third Sprint Cup Series beginning in 2002.
championships and three Rookie of the in the Rookie of the Year chase. His “Jimmie earned his stripes coming
Year Awards between the SODA, SCORE only Nationwide Series victory came at up through the ranks,” Gordon said in
International and Mickey Thompson Chicagoland Speedway in 2001, when he 2001. “He didn’t win a lot of races (in
Entertainment Group off-road racing series, finished eighth in the standings. his two full seasons in the Nationwide
20 NASCAR SpRiNt Cup SeRieS

5. Souvenir Program 2.0
What’s new:
The traditional Driver Headshot pages will no longer consist
of row after row of the standard, staged driver head-and-
shoulder photos. The pages will feature candid photos, a little
more “personality” and information on the driver’s social media
presence.
A fan’s call to action:
driver
wAtCh
Now Appearing
Live At Auto
CLub SpeedwAy
KyLe JiMMie
48 The sample here includes another
buSCh 18
Las Vegas, NV
JohNSoN Microsoft Tag. This time the code
El Cajon, CA
would send users to a web page
/KyleBusch
@kylebusch /JimmieJohnson
kylebuschfoundation.org jimmiejohnsonfoundation.org
Married long-time girlfriend Samantha Sarcinella during Field reporter for ESPN in the
that includes a wider driver list, more
the off-season. SODA Series in 1996, 1997.
Only driver to win all three NASCAR tour events in one Five-time NASCAR Sprint Cup
weekend, Bristol Motor Speedway, Series champion; five-time Auto
August 2010. Club Speedway winner.
stats, etc.
99 CArL
edwArdS
14 Columbia, MO
/carledwardsmotorsports
@roushfenway
In addition, the starting lineup that will
toNy Owns Back40 Records with a high
school friend. also be distributed in paper format as
StewArt Columbus, IN
Finished second in both NASCAR
Sprint Cup Series and NASCAR
Nationwide Series in 2008.
always, can be delivered
stewarthaasracing
electronically.
@stewarthaasrcng
tonystewartfoundation.org
Worked at McDonald’s while attending
Columbus North High School in Indiana.
First owner/driver to win a race, 2009,
since Ricky Rudd, 1998.
dALe
eArNhArdt Jr. 88
Kannapolis, NC
/DaleJr
@dalejr
thedalejrfoundation.org
Appeared in music videos for Jay-Z, Sheryl Crow’s, Trace Adkins and Kid Rock.
Eight-time Most Popular Driver Award recipient.
1 NASCAR SpRiNt Cup SeRieS

6. Souvenir Program 2.0
What’s new:
Special section:
Coupons and special offers have had limited impact
in traditional Souvenir Programs as readers would not
remove pages and destroy their collectible book
Driver appearances:
$5
Jimmie Johnson Now, we are using non-coated paper to allow fans to
Fanzone: Saturday, 9 a.m.
write on comment cards, entry forms and kids activity
off at the KidZone merchandise trailer Jimmie Johnson pages.
Fanzone: Saturday, 9 a.m.
Jimmie Johnson
Fanzone: Saturday, 9 a.m. In addition, coupons and special offers will be pro-
Enter to win:
Jimmie Johnson
moted at points of sale to reinforce the value of the
Drop this card in the comment box for a chance to win Fanzone: Saturday, 9 a.m. book
an autographed helmet from Jimmie Johnson:
Jimmie Johnson
email address: Fanzone: Saturday, 9 a.m.
Jimmie Johnson
Fanzone: Saturday, 9 a.m.
Jimmie Johnson
Fanzone: Saturday, 9 a.m.
King Taco Jimmie Johnson
Fanzone: Saturday, 9 a.m.
Buy one Taco and get one free!
Jimmie Johnson
Fanzone: Saturday, 9 a.m.
Jimmie Johnson
Fanzone: Saturday, 9 a.m.
Tell us how we’re doing: Jimmie Johnson
Fanzone: Saturday, 9 a.m.
Comments:
Jimmie Johnson
Fanzone: Saturday, 9 a.m.
Jimmie Johnson
Fanzone: Saturday, 9 a.m.
Drop this in the comment box at any information booth.