NASCAR Bucks The Economy, Brings Drivers, Brands and Messages to the Apple…

December 5, 2008 by Joe Favorito · Leave a Comment 

With all the talk of inflation, recession and the economy, even on a day when the Big Three are pleading their case to Congress for help, NASCAR continues on as the leader in the brand activation space.  As they have for several years, the motor sports industry leaders bring drivers, cars and media to New York for their season ending announcements, sponsor meetings and awards, and find every way to again have their biggest assets…their drivers…tell their stories to both ardent followers and casual fans through the media and in person at a series of wide ranging, high energy activities.  Whether it is Jimmie Johnson mugging for the cameras in Central Park or meeting the fans at the Hard Rock Cafe, or Dale Jr. featured again on Yahoo.com, there is never an absence of activity when NASCAR comes to the Apple.  Even with all the media coverage, the brand remains very mindful of the economy and the state of spending and need for more ROI for its partners.  Gone is the traditional lap around Manhattan with the drivers, replaced by more spread out fan-friendly activities…talks about the future spending of the sport and candid assessments for solutions by industry leaders temper enthusiasm, but also show great leadership.  In the current economy, NASCAR was able to use the week to show the media, its fans in the area, and most importantly both Madison Avenue and Wall Street that all invested in Nascar on any level have a group that is looking for answers, but still knows how to activate against the dollars already spent and those currently in play for the future.   The week remained a well messaged, highly active party, while showing fiscal responsibility and temperment needed.

Brewers, Harley Davidson Ride An All-Encompassing Parnership Path

September 14, 2008 by Joe Favorito · Leave a Comment 

Harley Davidson continues to expand its sports maketing base toward the mainstream while looking to find new ways to activate their brand away from the hardcore biker.  A recent partnership with the UFC gave Harley a solid place with a core audience…now a branded in-arena partnerhip with the Milwaukee Brewers putsHarley in another very unique mainstream spot.  The partnership will brand a Harley section, get a special H-D gate entrance, create platforms for showing off product and memberships to a Harley club, as well as the dealer, online and onair activation opportunities.  It is a good choice with an emerging team in a blue collar town, and gives Harley a great opportunity to test market another facet of their sports marketing platform with the hope of taking a best practice to other MLB markets where their demo is strong.  The opportunity for unique giveaways, mascot integration and offseason promotional oppts with Brewers players and fans is also very strong, making the partnership a great platform in a sport where the auto has always been king.  Great job by Harley and the Brewers, who seem to be rising up in partnership activation with an improving team.