World Series of Drag Racing Marketing Communications

Situation

Memphis International Raceway was relocating the popular World Series of Drag Racing (WSOD) from Cordova, Illinois to Memphis and they wanted to communicate this large-scale two-day sporting entertainment event featuring professional drag racers.

Our overall strategy included staying top of mind by creating and communicating newsworthy events and endearing the audience to Memphis International Raceway and the World Series of Drag Racing by creating connections with the event and elements and attractions with Memphis and the Memphis community.

Stats

$37,820 Advertising Equivalency
1,041,855 Earned Media Audience
115% Social Media Engagement Increase

Strategy

Memphis International Raceway social media channels were programmed for consistent organic and paid communications and to promote ongoing and upcoming Memphis International Raceway events and information. A recurring social media feature to tease the World Series of Drag Racing called Top Driver Tuesday was initiated.

Traditional media and community events and tactics were planned to help facilitate communication and exposure for the World Series of Drag Racing.

Morris Marketing Group programmed one of their monthly happy hour networking events around the World Series of Drag Racing theme. Guests enjoyed meeting Memphis International Raceway executives and employees, racing-themed food and beverages and seeing, hearing, and taking pictures with authentic drag racing cars along with beautiful models.

A large-scale news conference and dignitary luncheon to be held at the Bass Pro Pyramid was planned to announce the World Series of Drag Racing and to unveil a Memphis Convention and Visitors Bureau Memphis-themed nitro funny car. The Memphis nitro funny car would race at the World Series of Drag Racing piloted by Daniel Wilkerson in a race against his father, the legendary drag racer Tim Wilkerson.

After the large-scale and very visual events grabbed media and market attention ongoing communications with media as well direct to consumer communications through email and social media channels kept the World Series of Drag Racing event top of mind in the Memphis Market leading up to the event.

Tactics

  • Press Releases
  • News Conference
  • Video Creation
  • Media Information Goodie Bag Drop Off
  • Social Media Communication
  • Direct Communications
  • Pitches to Media Outlets and Personalities
  • Live Streaming

Results Within 1 Month

Gained 1,014 New Followers on Social Media

Publicity Value $37,820

Earned Media Audience 1.04 Million