All-Kiwi V8 Supercar team Super Black Racing is set to revolutionise motorsports sponsorship by offering partners a fully-integrated cutting-edge digital marketing campaign in addition to traditional race car sponsorship equities.
The team behind Super Black Racing are digital marketing world leaders and the team itself is fast gaining a reputation for innovation and creativity in its sponsorship packages. Its new package offers partners a high impact campaign over single or multiple race weekends when Kiwi driver André Heimgartner races the teams Ford Falcon in the Australian V8 Supercar series.
As well as conventional equities such as branding on the vehicle, driver appearances, product endorsements and corporate hospitality, the partnership offer includes an unparalleled digital ‘blitz’ created and managed by the team’s specialists.
"Super Black Racing comes from an on-line background and it has always been an imperative part of our business offering as well as something we are both passionate and knowledgeable about," explained team owner Tony Lentino. "There’s no question that the traditional sponsorship model has considerable scope for change and we believe what we are offering partners is in fact something of a sponsorship revolution. It certainly offers the most comprehensive exploitation of new media that is available in Australasian motorsport."
The overall sponsorship package is tailored to the principal partner and in addition to the conventional equities also focuses on three new areas; the first is to make the most of the V8 Supercars existing reach of more than 17 million fans per race weekend, the second is to integrate Super Black’s own digital marketing machine into its partner’s and the third is to provide a huge boost to on-line awareness and engagement with a partner’s brand or product.
In the build up to one of the series race weekends, for example, Super Black will brand its own rapidly growing video channel in the style and colours of the partner and provide digital experts to work alongside a partner’s own digital marketing team in the build-up and follow up to a race weekend to maximise the impact of the relationship.
Social media campaigns are also integrated with the partner’s own efforts, adding a huge ‘cool’ factor to existing campaigns and guaranteeing huge increases in social media engagement and impact.
Targeted Google advertising and search engine optimisation is also built into the package, which enhances and increases business and product awareness as part of the branding exercise over a race weekend, as well as guaranteeing an increase in traffic to a partner’s own web site. Partners also benefit from rights-free content with unlimited use to use in future marketing, an often overlooked element of conventional campaigns. Highly customised online activations allow partners to engage with their own customers in a more direct way than has ever been undertaken before.
"These are leading edge digital marketing initiatives, but in many cases a team does not have the expertise at its fingertips to exploit them, or the creative know how to make them stand out, explained Super Black Race Operations and Commercial Manager Greg Hahn. "In other words they get put into the ‘too hard’ box.
"The potential is enormous if you have the expertise to exploit it. At Bathurst in 2014 for example, the #Bathurst1000 hash tag trended as the number 3 topic worldwide, trending not only in New Zealand and Australia but also the United Kingdom, the United States and 36 other countries. It outperformed the AFL grand final, which trended at number 5. Tweets with the Bathurst tag produced a reach of 210,000,000, peaking with 6,000 tweets per minute immediately after the race.
"Digital marketing is where we come from as a team and over the last few months we have looked closely at the V8 Supercar offering and see where our areas of specialism could be applied. The result is what we believe to be a unique offering for a partner and a re-writing of the rules on what is now possible with motorsports sponsorship."
Desleigh Jameson, is CEO of on-line company Only Domains, which has already tried the Super Black sponsorship offering. She was left in no doubt it ticked some challenging boxes for them.
"Motosport is the second highest viewed sport in Australia and New Zealand so that was one obvious reason to be involved," she explained. "However, it was about much more than brand exposure for us. We wanted to create a distinctive image for our brand via a very cost effective campaign. Using the unique model that Super Black Racing has designed, we were able to get exposure to our target audience and to extend our reach to their associated friends, followers and viewers, on a massive scale.
"OnlyDomains ended up with the usual television coverage that V8Supercars brings, the typical client hosting opportunities and the business excitement that comes from being involved in something like the V8Supercars. Much better than that, we were able to get an enormous amount of raw material following the sponsorship weekend which gives us unlimited opportunities for digital and social marketing campaigns over the coming year. No question, it worked for us far more efficiently than traditional sponsorship methods and we will undertake the exercise again."
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