3. 3
Program Objectives
• Strengthen McCall Farms’ relationship with the retailers and
distributors that sell its product offering
• Increase brand awareness, customer loyalty and achieve an
incremental sales lift among NASCAR fans
• Energize and excite McCall Farms employees
4. 4
Program Assets
• Primary sponsorship of the No. 34 Sprint Cup car at Darlington
• Comprehensive marketing rights to all FRM marks and David
Ragan
• David Ragan driver appearance
• Race Shop and Facility Tour
• At-track meet & greet with David Ragan and No. 34 Team
• VIP Race Experiences
• Pass-Through Rights
5. 5
Employee
360⁰ Program Overview Morale
Increased
Hospitality
Credibility
Consumer
Traditional
Brand
Media
Awareness
Team &
Driver
Autograph
Social Media
Sessions
Retail
Apparel
Relationships
Promotion
6. 6
Paint Scheme
Goal
Create an energizing paint scheme that
closely resembles the packaging of the
Peanut Patch can.
“LOVE that car”
-Shannon Early Bygott
Front Row Motorsports Facebook Fan
“Green and peanuts, forget all of those old wise tales. I
think it looks GREAT.”
-Janice Budd-Fentress
Front Row Motorsports Facebook Fan
7. 7
Retail
Key Successes
Provided Pass-Through Rights to I.G.A. and featured them on the
No. 34 Sprint Cup Car
Entertained key retail partners and chain decision makers at-track
through a VIP Race Experience
Leveraged NASCAR assets to gain additional shelf space, end-of-
aisle displays and point-of-sale materials
Increased credibility with key retail partners, including Wal-Mart
David Ragan POS
Display
8. 8
At-Track Appearance
• Fans rushed into the Sprint Experience to be a part of David’s
Question and Answer session with Miss Sprint Cup and lined
up to get his signature on a Peanut Patch autograph card
9. 9
Sampling & Display
• Gift bags for media members
• Free samples outside of No. 34 hauler in the garage area
• Free samples at ThePressBoxRadio.com “Race Bus”
• David Ragan autograph session at the Sprint Experience
• Peanut Patch apparel worn by the No. 34 crew and all McCall
Farms guests
10. 10
Hospitality
• The McCall Farms leadership team made a trip to visit and tour the Front
Row Motorsports shop the Monday prior to the race as well as meet their
driver and crew.
• McCall Farms used its at-track VIP race experiences to entertain
employees and clients, proving NASCAR is a valuable tool in both business
development and building employee morale.
• At-track meet & greet with David Ragan for McCall Farms and its guests
11. 11
Employee Morale
“I just wanted to take the time to thank all of you at Front
Row Motorsports for the hospitality that you extended
towards me and my son Trenton. Because of the time you
took to spend with him, he will be a Front Row and David
Ragan fan for life. I wish I had caught the name of the #34
car’s gas man, but I wanted to especially thank him for taking
so much time with Trenton. He put him on the pit box and
gave him a lug nut from the car. It may seem small, but to an
8 year old it is something that he will never forget.… your
type of organization is one that I am proud to see Peanut
Patch and Margaret Homes associated with. Again thank you
all for the hospitality and generosity extended to us during
the Darlington race weekend.”
-Jeff Crisp
Maintenance Manager, McCall Farms
12. 12
In-Market Signage
• McCall Farms used their Front Row Motorsports assets to
place billboards throughout the Darlington race market
• Many fans commented on the billboards, proving they were
effective at generating overall brand awareness among the
63,000+ race attendees
14. 14
PR Strategy
• Provided the media with a variety of story lines to pick up
1. Peanuts and Green are generally considered “bad luck” in racing
2. David Ragan coming off of his first top-10 finish with Front Row
Motorsports one week earlier
3. McCall Farms’ status as a local employer in the Darlington area
4. The No. 34 team honoring two local fallen officers from Aiken, SC
• Each of these story lines was picked up multiple times,
garnering a wide array of TV, Radio, Print and Online
exposure for McCall Farms
15. 15
Traditional Media : TV & Radio Interviews
Outlet Interview
SiriusXM NASCAR Radio General Manager, Jerry Freeze Interview
SiriusXM NASCAR Radio Crew Chief interview on superstition
SPEED’s NASCAR Race Hub David Ragan In-Studio Appearance
SPEED’s NASCAR Live David Ragan Interview
ESPN Radio – Myrtle Beach, S.C. David Ragan Interview
The PressBox Radio David Ragan Infield Studio Interview
Local ABC, NBC, FOX & CBS affiliates Each did a piece on either the fallen
officers story or the unique sponsorship
17. 17
Traditional Media : Print & Online
Highlights
ESPN.com / Jayski.com
The Wall Street Journal MarketWatch
Sports Business Daily Exclusive
SI.com Article
SpeedwayMedia.com Feature Story
The Augusta Chronicle Feature Story
Florence Morning News Story on SCnow.com
Darlington News & Press Article
PR Newswire Press Release Picked Up by 100+
News Outlets Nationwide
18. 18
Race Weekend Broadcast
Race Broadcast Highlights
TV: Practice Session One, Final Practice, Qualifying on SPEED (David Ragan interview or
callout in each of the three sessions)
TV: Race Broadcast on FOX drew 5MM+ viewers
Radio: Live Broadcast of Qualifying and Race on MRN Radio, and its 650+ affiliate
stations
Online: Live Race Broadcast, In-Car Audio and Driver Specific Content to NASCAR.com
Trackpass Subscribers
Hours of pre-race and post-race programming on various networks and platforms
20. 20
Social and Digital Media
Key Successes
18k+ Users engaged on Front Row Motorsports Facebook Page
15K+ Users engaged on David Ragan’s Facebook Page
28 consumers engaged via the “Go Nuts For David Ragan” Video Contest
Facebook and Twitter posts by David Ragan, Front Row Motorsports, Peanut Patch and
Margaret Holmes
Many “likes” and “comments” showed enthusiasm for McCall Farms among NASCAR
fans
21. 21
By The Numbers
• Estimated 7,000,000+ total media impressions
• $10,000+ in local media exposure (source: TV Eyes)
• $200,000+ in total media equivalencies (source: TV Eyes & est.
Joyce Julius rating)
• 500 David Ragan hero cards produced and distributed
• 50+ sample bags distributed to members of the NASCAR
Media
22. Robin Johnson Jerry Freeze Mike Laheta
EVP & Chief Marketing Officer General Manager Director, Marketing & Business Affairs
rjohnson@frontrowmotorsports.com jfreeze@frontrowmotorsports.com mlaheta@frontrowmotorsports.com
704.904.4347 336.558.6719 440.773.2701
Leading The Pack In Sponsorship Value
