Challenge

To develop and execute a multi-faceted Dodge promotional program through NASCAR that uses grassroots marketing to attract Dodge enthusiasts and NASCAR fans. The ultimate objective was to drive consumers to Dodge dealerships and then track vehicle sales in relationship to NASCAR event participation.

Strategy

Develop a program utilizing both online and at-track promotions that gathers (voluntary) contact information from consumers interested in Dodge products. Elements include an enthusiast Web site, E-newsletters, online contests, in-house dealership promotions and at-track promotions. It was important to continue to nurture leads (contacts) through a series of e-communications to encourage actual vehicle sales.

Result

Through this program, Dodge secured over 250,000 leads. Dodge has measured an increase in new vehicle sales as a direct result of the Dodge Boys Racing program.