monster energy
DESCRIPTION
TRANSCRIPT
Multi-cultural Initiative
Revolution Racing• NASCAR’s Drive for Diversity Program• K&N Pro Series East• Whelen All-American• Youth Racing Program
Outreach Programs• Engage community via• Mobile trackside hospitality• iRacing simulators• Data capture• DJ Tour
• College Tour• 4 HBCU dates
The Longshot• Simulator to reality driver
search• Millennial appeal• Economically accessible
About
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About Revolution Racing
Revolution Racing is a majority minority owned company that manages NASCAR’s Drive for Diversity program.
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Mission
The goal of the organization is to advance the careers of minority and female drivers, crew members, pit crew athletes and aspiring front office personnel.
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NASCAR’s number one corporate
initiative
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Leadership
TINADeVEAUX
Vice President of Marketing
JOHNSTORY
President
MAXSIEGEL
Chief Executive Officer
PHILHORTON
Pit Crew Coach and Trainer
BLAIRADDIS
Director of CompetitionWhelen All-American Series
ANDYSANTERRE
Director of CompetitionCamping World Series
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Our Racing Programs
Revolution Racing fields teams in four divisions:
NASCAR K&N Pro Series EastNASCAR Whelen All-American SeriesINEX Legend carsINEX Bandolero cars
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Our Media
• TV– Changing Lanes on BET– Camping World East on Speed TV
• Social Media• Web Sites
– D4D.tv– RevolutionRacing.net– DriverforDiversity.com
• NASCAR– Sirius Satellite Radio– NASCAR.com
• Print– Uptown Magazine
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Technology
Revolution Racing’s academy style training program utilizes motorsports simulation software provided by iRacing.
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Our Pit Crew
FAVIANVANDERBURG
AGE: 31TIRE CARRIER
KEVINSPROUSE
AGE: 33TIRE CHANGER
ANWARPARRISH
AGE: 27TIRE CARRIER
MOSACKEY
AGE: 29TIRE CARRIER
LIONELLEGRA
AGE: 24TIRE CARRIER
RICHIEWILLIAMS
AGE: 26JACKMAN.
PIERREBANKS
AGE: 23TIRE CARRIER
PEDROMARTINEZ, JR
AGE: 20TIRE CHANGER
TESFALEE
AGE: 29TIRE CARRIER
K&N Pro Series East
DARRELLWALLACE
AGE: 16HOME: Mobile, Ala.
SERGIOPENA
AGE: 16HOME: Catharpin, Va
RYANGIFFORD
AGE: 20HOME: Winchester, Tenn.
MACKENABELL
AGE: 19HOME: Carson City, Nev.
10 Races
• 3/27 Greenville Pickens, SC• 4/3 South Boston, VA• 5/23 Iowa, IA• 6/6 Martinsville, VA• 6/25 New Hampshire, NH• 7/3 Lime Rock, CT• 7/30 Lee, CT• 8/28 Gresham, GA• 9/17 New Hampshire• 9/24 Dover
4x$750,000 = $3,000,000
Whelen All-American Series
MEGANREITENOUR
AGE: 18HOME: Miamisburg,Ohio
JESSICABRUNELLI
AGE: 17HOME: Hayward, Calif.
REBECCAKASTEN
AGE: 19HOME: Mequon, Wisc.
MICHAELCHERRY
AGE: 20HOME: Valrico, Fla.
KATIEHAGAR
AGE: 23HOME: Damariscotta,
Maine
JASONROMERO
AGE: 25HOME: Cameron Park,
Calif.
4 Tracks (41 Events)• Greenville-Pickens, S.C.
• 9 Races• Hickory, N.C.
• 7 Races• Tri-County, N.C.
• 18 Races• Carraway, N.C.
• 7 Races
6x$100,000 = $600,000
Youth Racing Program
4 Legends Cars3 Bandoleros
• Competing during the summer in the Carolinas
7x$5,000 = $35,000
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Partners
Outreach Programs
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Outreach Programs
• NASCAR College Tour– 7 HBCU dates
• Trackside Hospitality Outreach
– Churches– Schools
• Mobile Marketing– iRacing
• The Longshot– Virtual to reality
driver search and development
Monster Mobile Tour
34 Dates• 4 HBCU (NASCAR College Tour) • 10 K&N Pro Series races• 10 Whelen All-American races• 10 Monster east coast events
$350,000
Mobile sampling, DJ, data capture and motorsports simulation
The Longshot Driver Search
The Problem
Most sports sponsorships leave fans sitting on the sidelines…
Solution: The Longshot
A magnetic and remarkable motorsports marketing platform that straps you in and takes you for a ride
The one thing that unites all human beings, regardless of age, gender, religion, economic status or ethnic background, is that
deep down inside we ALL believe we are good drivers
Business Model
Driver search and development program for racers with limited or no prior racing experience
The Search Process
Drivers will be evaluated on both racing aptitude and marketability
Racing Aptitude
• Racing aptitude will be measured using iRacing motorsports simulator
• Requires– Newer Microsoft based PC
(with in the last 3 years)– Steering wheel (can be
obtained for less than $100)
– Broadband connection– iRacing subscription
“…for the actual real-world racer, this is your 'at-home' test vehicle. Acclimate yourself with a new course or learn something new on an old favorite. Even a rookie in the sim racing world can get up to speed fast within the iRacing system”
Dale Earnhardt, Jr.NASCAR Sprint Cup Driver
...more testimonials
Marketability
Candidates engage and leverage social networks
• Contestants will be asked to emulate a race teams by:– Providing Race reports– Sharing:
• Blogs• Videos • Photos
– Securing sponsorship to support their effort
– Develop fan support
– Inject brands into social media
Development
Selected candidates undergo extensive testing and coaching at Revolution Racing in Karts, Legends and Late Model cars Revolution Racing is a NASCAR "academy-style"
development team based in Mooresville, N.C. The team currently operates 10 cars for NASCAR’s Drive for Diversity program between the NASCAR Camping World East Series and the Whelen All-American Series.
The Longshot
One driver is selected to be The Longshot and is invited to join Revolution Racing’s Academy style team in 2011
Underlying Magic
Compelling dream to reality story
• Economical access to motorsports
• The ultimate form of brand integration– Online– On-track– On TV
• Powerful differentiator– Interactive sponsorship platform
• Multimedia Platform– User generated content– Engineered for social media
• Effective targeting tool– Millennial appeal
Brand Integration Platform
Team Revolution RacingRacecars, uniforms, pit equipment10 Diverse driversTwo Series
Whelen All-American SeriesCamping World East Series
108+ Races
TV3 Wide life
85 million households on regional sports networks
Changing lanesReality show filmed around NASCAR’s Drive for Diversity Program
Televised Camping World East Series (SpeedTV)
Retail/EventTradeshow simulator
Online CampaignsJayski.comNASCAR.comGamespot.comTargeted Facebook ads
PublicationsSpeedway IllustratedNASCAR Scene
WebIracing.com
15,000 plus members
D4D.tv2000+ members
RevolutionRacing.netFuelingDreams.com (program social site
in development)Social Media
Facebook pagesDrive for Diversity
700+ fansRevolution Racing
2000+ fansLongshot
TwitterFlickrYoutube
Social Media Projections
130The average number of friends a person has on facebook
Longshots Candidates Social Reach
1 100
100 10,000
10,000 100,000
The Monster Cup
iRacing simulator to reality driver search and development program (the Longshot) Includes winner’s 2011 Whelen All-American Series ride plus driver living expenses
$250,000
Car Art
Crew and Driver Uniforms
Entitlements
– Primary sponsor of seven 7 Revolution Racing cars and teams in 2010.
– Primary sponsor of seven 7 D4D driver suits– Primary sponsor of all 7 youth racing cars– Primary sponsor of Revolution Racing show car– Branding on Revolution Racing haulers, pit
boxes and equipment– A strong multicultural message for your brand.– Official sponsor of The Monster Cup driver
search competition:• Branding on social media site• Custom in-simulator car graphics• Branding at the Revolution Racing Technology &
Training Center• Monster Army exclusive races and challenges
– Sponsor Listing, logo and link on www.d4d.tv – Sponsor Listing, logo and link on
www.revolutionracing.net – Custom Monster Army profile on www.d4d.tv– Custom Revolution Racing/Monster background
on @RevolutionRacing Twitter page.– Signage at Race Shop
– In-Market and At-Track Promotions• A minimum of 10 at-track promotions in the four
Whelen All-American Series markets we compete• A minimum of 10 at-track promotions in select K&N
Pro Series East markets we run• Hospitality for customers, prospects and employees• Sampling• Show car• Driver meet & greets• 10 Monster Energy selected east coast events• Inclusion in four NASCAR College (HBCU) Tour
events• Sampling/Promotional Items• Participation in panel discussion• DJ Contest
– Access to race shop for corporate initiatives.– B2B opportunities with other Revolution Racing
partners (i.e. Freightliner)– Use of drivers’ names and likeness– Use of Drive for Diversity and Revolution Racing
designation and marks– Weekly social media webisodes, press release,
photos and blogs– Initial sponsor welcome – Press Release,
Websites, Facebook and Twitter
Menu
À la carteProperty Cost
K&N Pro Series East $750,000
Whelen All-American Series $600,000
Youth Racing $35,000
Mobile Marketing $350,000
The Monster Cup $250,000
Total $1,985,000
Happy Meal
$900,000
Monster Energy shall have first right of refusal on sponsorship for any of the 2010 Revolution Racing drivers should they progress with Revolution Racing to the NASCAR Camping World Truck or NASCAR Nationwide Series in 2011.
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