PR CASE STUDY:
World Series of Drag Racing

The research was prompted because 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.

The research was in response to a problem being that Memphis International Raceway had been dormant for a few years and was recently sold to IRG Sports + Entertainment. To reintroduce Memphis International Raceway to the market and reinvigorate local racing fans, IRG Sports + Entertainment decided to move the popular World Series of Drag Racing (WSOD) annual event from Cordova International Raceway in Cordova, Illinois to Memphis International Raceway in Millington, Tennessee, a suburb of Memphis, Tennessee.

Primary research consisted of interviews and face-to-face conversations with IRG and Memphis International Raceway stakeholders and Memphis-area business community leaders including the Memphis Convention and Visitors Bureau. Secondary research was used in the form of online search query of history, news, and social sentiment as it related to drag racing, Memphis International Raceway, IRG, World Series of Drag Racing, and drag racing competitors and personalities.

Research was relevant to the planning process because it found that while Memphis International Raceway was at one time a very popular venue for drag racing as well as oval track racing, the venue was dated and due to dormancy and ownership changes much of the general public was not familiar with the venue, the entertainment options it offered, or that operations had commenced again after closing for a few years.

Research also found that the general public in the area was not very familiar with drag racing or professional drag racing and the entertainment value of such a sport due primarily due to lack of exposure.

Our research found that we needed to communicate to the racing enthusiasts as well as sporting enthusiasts and most importantly the general mass public.

As we were targeting the general public, sporting enthusiasts, and racing enthusiasts our plan of communication included multiple channels, multiple angles, and multiple newsworthy events and tactics to be able to optimize ongoing communications and marketing with fresh content.

The plan included strategically timed events, communications, and marketing efforts leading up to the World Series of Drag Racing August 26 and 27 of 2016 while continuing to communicate all ongoing activities and events taking place at Memphis International Raceway.

Measurable objectives included increased earned media audience reach, earned media advertising equivalency value, and increased social media engagement and audience.

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.

The budget for communications surrounding the World Series of Drag Racing was less than $7,500.

The detailed plan was primarily executed 30 days prior to the event and consisted of ongoing and well-timed strategic communications events and tactics that initiated with an announcement that Memphis International Raceway was partnering with Morris Marketing Group to increase general awareness and to promote the World Series of Drag Racing among other events.

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.

Specific mass communications and press releases/media alert tactics included:

August 8: WSOD Overview Press Release

August 10-11: WSOD Bass Pro News Conference Media Alert

August 12: WSOD Bass Pro News Conference

August 12: WSOD Bass Pro News Conference Overview Press Release

August 16: Drag Racing Hall of Fame Creation and Induction Ceremony at WSOD Announced Press Release

August 17: WSOD Media Credential Requests Available Online Media Al ert

August 18: WSOD Family-Friendly, Inflatables and Kids Zone at WSOD Announced Press Release

August 20: Car Chix Female Only Race Announcement Press Release

August 22: WSOD 5 Days Away Media Alert

August 23: WSOD Announcement of All Star Drag Racing Driver Lineup Press Release

August 25: WSOD Starts Tomorrow Media Alert

August 27: WSOD Day One Wrap Up Press Release

August 28: WSOD Day Two and Overall Wrap Up Press Release

Key tactics included press releases, news conference, media information goodie bag drop off, social media communication, and direct communications and pitches with media outlets and personalities.

Facebook live was incorporated at media events as well as at the World Series of Drag Racing to engage social media audiences. Social media content was also provided to professional drag racers to help promote the event.

Difficulties encountered were lack of knowledge of drag racing and enthusiasm in the market and with local media. Professional drag racing is foreign to the Memphis market making it difficult for this first-time event to gain the overwhelming traction and support organizers had hoped for.

Minimal advertising efforts were incorporated to promote the event in the form of radio, television, and social media buys.

To evaluate the public relations and communications efforts we measured advertising equivalency value and audience as well as social media audience and engagement.

Advertising Equivalency value was $37,820 with an audience of 1,041,855.

For the month of August social media channels increased an average of 7 percent with Facebook gaining 1,014 new followers, Twitter gaining 103 new followers, and Instagram gaining 148 new followers while engagement rates across all channels increased an average of 115 percent.

Overall the results of the measurable objectives for the World Series of Drag Racing communications and PR efforts exceeded expectations and reflect a well-defined strategy and plan utilizing successful tactics to reach or exceed goals.