Athlete sponsorships are a solution. They give brands access to huge audiences while cementing associations with the athlete they sponsor. But athlete sponsorships are also a challenge. Many fail to penetrate deeper than the awareness level.
All buzz, no lead generation.
After ditech inked a NASCAR sponsorship deal with Kevin Harvick, they asked us to make it into something killer for their brand. We revved our engines, designed a fully integrated marketing strategy, and put rubber to the road.
First, we built a hub for racing fans. We designed ditechRacing.com to feature content Kevin Harvick fans would love, while also promoting ditech products, encouraging social shares, and above all, generating leads.
For Kevin's first race in the ditech No. 4 Chevy SS, we chose social media as our vehicle for brand awareness. This two-week campaign formed the product. These momentous benchmarks
describe the result:
Increase in Facebook followers in two weeks
Audience penetration rate
Total potential impressions on Twitter
Shared content on his personal Facebook page
User-generated content is one of the best ways to engage with your audience. We launched the #AskKevinHarvick campaign and posed the most engaging user-submitted questions to Harvick. In just two days #AskKevinHarvick led to:
Hundreds of user-submitted questions
652% more impressions than average
245% more engagements than average
This season-long campaign features a sweepstakes where fans can enter to win $20,000 every time Kevin Harvick wins a Sprint Cup Series race. Quattro designed the entire experience, which takes place online. We also delivered web banners, social media content (organic and paid), search ads, video, and direct mail pieces. This is a true omni-channel effort, and our team met the challenge.
To cap it off, we did a video to show Harvick's playful side...with a closing push to the sweeps: