Challenge: Ford came to RMG3 wanting a grassroots marketing effort that would reach hard-core race fans that support the smaller tracks around the country on a weekly basis.

Approach: RMG3 initiated a plan that would encompass not only trackside events but also various Internet properties. At the tracks around the country, RMG3 had PA announcements made specifically for Ford, invited local Ford dealers to speak at race events, and also gathered a database of the demographics of local auto-racing fans. Online support included registration for newsletters and promotional premiums from online entrants with collection of full demographic information.

Results: The campaign RMG3 ran for Ford was very successful in gaining exposure for Ford Racing at the smaller tracks and leveraging its presence in motorsports. It also helped produce valuable information for Ford to use in future campaigns. A database of over 50,000 unique individuals with full demographic information was collected at the tracks and online. This information was used to help form a targeted online racing market for Ford.

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