Challenge: The Army National Guard came to RMG3 looking to increase recruitment and awareness of the National Guard, by reaching out to its target membership: males 18 – 39, through targeted online properties.
Approach: RMG3 approached the problem of increasing both awareness of the Army National Guard and recruitment of National Guard members by putting together a sponsorship program that would allow the Army National Guard to have its name located in areas online that would likely attract attention. Working with RMG3, the National Guard determined that online motorsports fans were a key target: typically male, 18 – 39, with an interest in speed, action, and technology. Using RMG3’s racing site, RacingOne.com, to leverage the National Guard name, placement of National Guard banner ads and promotions were placed prominently on the website for viewers to see. The National Guard is also the Official Sponsor of the RacingOne newsletter ,distributed every Monday and Thursday, and the Official Sponsor of RacingOne’s weekly NASCAR fantasy game.
Result: With over 200,000 people receiving the newsletter twice a week, over 3 million people viewing the National Guards branding elements on RacingOne.com each month, and over 1,000 people playing the fantasy game each month, the Army National Guard is getting exposure in a prime market, that it wasn’t receiving prior to its relationship with RMG3.
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