Skip to main content

Racy Cause Marketing

On Sunday, Sept 18, 2011 the Goodyear tires on cars racing at the NASCAR Geico 400 and O'Reilly Auto Parts NHRA National Top Fuel and Funny Car races featured a show of support for the troops and will benefit the nonprofit charity called Support Our Troops.

The tires, which sported a custom Support Our Troops graphic on the sidewalls, have now been pulled from the cars and will be autographed by their respective drivers and auctioned off online to support the cause.

This is the second year that Goodyear has conducted this campaign.

But for 2011 the company has added some new elements. Goodyear’s website asks you to donate directly via the site or by text-to-donate. The text-to-donate option generates a $10 donation by adding that amount to your mobile phone bill. Goodyear also invites customers to donate all or part of their rebate when they purchase tires during Goodyear's 'Traction in Action Tire Sale.’

Lastly, Goodyear has also developed an event that shows promise, even if it looks under-developed right now to me. Called the Goodyear Bootcamp Challenge, the contest pits drivers from NASCAR vs. drivers from the NHRA in a physical contest that uses Goodyear racing tires. Goodyear is the official tire provider from both NASCAR and the NHRA.

I say it shows promise because much depends on how well the event is executed. It appears that the Bootcamp Challenge has already taken place, although the website and the promotional video are vague on that point. But the website does describe six stations in the Challenge: Spin and Run; Tire Slalom, Sergeant Slide; Leapfrog; Find the Key; and, Water Balloon Toss.

Based only on those names it sounds like a snoozefest. Too often the thinking that frames fundraising events is based on what could be easily/quickly put together, rather then what 'customers'...whatever that means to you... would want to see or participate in.

Here’s what I suggest to augment the Challenge for 2012.

NASCAR does a lot of direct-to-fan outreach, making their athletes much more accessible than NFL, NBA or MLB players. It’s a great point of differentiation. As a starting point, Goodyear ought to auction off the right to participate in next year’s Challenge with a favored driver to the highest bidders.

Secondly, they need to rethink the tire course stations. I mean water balloons! Really?

People pay good money to watch NASCAR and NHRA drivers drive. But how much of what NASCAR driver Joey Lugano (seen in the ad at left) or NHRA driver Tony Shumacher is all-purpose skill and how much is vehicle specific skill?

So imagine them driving something besides their usual vehicles; golf carts, lawn mowers, Cushmans, race prepared electric kiddie cars, horse and buggies, bikes, swamp buggies, snowmobiles, etc. It would be like a decathlon where athletes are rewarded not for being the 'world’s fastest human'…in the Olympics that title belongs to super-sprinter Usain Bolt. Instead, champion decathletes are considered “The World’s Greatest Athletes.”

In a like manner Goodyear could crown “The World’s Greatest Driver!” in benefit of Support Our Troops.

That I would watch.

Comments

Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

KFC Concept Restaurant Gives a Nod to Cause Marketing for Local Causes

KFC, a unit of Yum Brands, is testing a new quick-serve restaurant version of the fried chicken outlet and among the changes is that its cause marketing efforts will be much more local, according to Anne Fuller, senior director of development for KFC eleven.

The KFC eleven test store is in Louisville, Kentucky, KFC’s headquarters. When it opens August 5, 2013, it will feature rice bowls, flatbreads, salads, KFC original recipe chicken among other items, plus sides. A second test location is set to open in Louisville before year’s end. The 11 in KFC eleven is a salute to the 11 herbs and spices in their original recipe chicken.

The trade-dress for the test store includes lamp lighting, digital signage with community news, and artwork from local artists.

Why step into the quick serve space? Fuller answered a reporter from QSRweb.com this way: “People love KFC but it's not a frequent choice for many guests for some reason. We wanted to create a broad and balanced menu that could mayb…