Challenge: In 2000, Planters was looking to drive traffic to its Internet site and reinforce its pre-existing commitment to the motorsports community. The Planters team designed a promotion around an online registration to win pieces of the Dale Jarret racecar, of which Planters was an associate sponsor. They chose RMG3 to be their marketing partner in reaching this important objective.

Approach: Working with Planters, RMG3 learned the client’s true goal: to achieve as many registrations for the Planter’s drawing as possible. With this in mind, RMG3 recommended a program, which would guarantee a specified number of “click-thrus” to the Planters registration page. RMG3 sought to maximize click-thrus by securing advertising placements on sites such as racingone.com and speedfx.com. Careful banner placements, especially within NASCAR sections of the heavily-trafficked motorsports content web sites, and the creation of direct email newsletters to NASCAR fans alerting viewers to the availability of the promotion, were key elements to the campaign.

Result: Planters had one of the highest “click thru” rates for both ad banners and email newsletter placements on SpeedFX.com. The campaign was a tremendous success for Planters as it exceeded their projections by nearly 50%. RMG3’s clients at Kraft Foods’ Planters brand were exceedingly pleased with the promotion and valued RMG3’s contribution to its success.

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