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Target Evaluates Racing Sponsorship Success and Shifts Resources
By: Cindy Wendland
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Prizes, promotions, and contests typically have the best results on social media. A Facebook post on the Target page last week congratulated NASCAR driver Kyle Larson on winning rookie of the year. This post received 3,500 percent more "likes" than any previous posting on the official page. This figure supports Target’s marketing shift with NASCAR.

Two things stand out with Target’s moves. One is that they are looking back to what worked in the past for them with racing marketing promotion and making changes. They are reallocating resources from sponsoring two Indycars to just one car to put more into promoting their drivers. Target felt their engagement level was too light for the fan base. Target wants to put their money into the people in racing because they feel can develop a stronger relationship with the consumer.

Second, social media is effective at emotionally tying in to what consumers really care about. In this case, these consumers are passionate about racing. Consumers responded when Target congratulated Larson’s rookie win. Racing fans and Target shared a common bond celebrating Larson’s victory together. While Target uses racing sponsorship as a way to increase awareness of the Target brand, it is also a highly effective way to engage consumers.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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