Here at the Famous Games Company, we know that having a great product is only a part of the equation. It’s also vital to work with the right partners and put all the pieces together to build an exceptional sports marketing campaign. Join us for our Famous Sports Marketing Campaigns blog series as we explore what role our Famous Games line can play in your campaign:
- On Location with Famous Fastballs™
- All About Service with Famous Forehand™
- In the Driver’s Seat with Famous 500™
- Living Large with Famous First Downs™
- Rebels for a Cause with Famous Fairways™
In our third case study, In the Driver’s Seat, a vehicle manufacturer uses Famous 500 to help communicate their brand’s recent rally racing success to the broader consumer public.
In the Driver’s Seat with Famous 500
Buoyed by recent World Rally Championship wins by one of its more popular production vehicles, a vehicle manufacturer wants to raise the profile of the event and use it to increase awareness, sales, and perceived quality of their automotive brand. The sports marketing team has been tasked with making the company’s WRC success more visible and relevant to the average car consumer. Success metrics include increased website traffic and per-dealership targets for test drives of the rally-winning model.
Leveraging the Famous Games Company’s expertise and Famous 500 product, the car manufacturer’s sports marketing team prepares the following campaign to bring potential customers into the dealership on the back of the company’s World Rally Championship success:
The primary challenge the Famous Games Company faced upon being approached was that the sports marketing team needed a Rally-based game whereas Famous 500 was originally designed to capture the lap-based nature of Formula 1 circuit racing. The central theme of managing the wear and tear on your car was a perfect fit for the endurance-based nature of rally racing, however, and highlighted the desired marketing message of the automotive brand’s quality and durability. The Famous Games Company design team went to work and was quickly able to adapt the card game to capture the stage-based flow of a rally race. In collaboration with the sports marketing team, they also designed a series of custom race courses for the game, based on the 13 races of the upcoming rally season.
Mail-Out & Web Strategy
The modified version of Famous 500 is included in a coordinated mailout celebrating the company’s rally success. Via a URL on the included pamphlet and a QR code on the game’s packaging, users are directed to the company’s World Rally Sport promotional web page to learn more about what those wins have to say about the improved quality and engineering of their vehicles. Those who do so are rewarded with the ability to download and print additional race courses for the card game, with a new course being released each month.
The mail-out also encourages prospective customers to visit to their local dealerships to test drive the new model of the rally-winning vehicle. Those who do so and show their copy of Famous 500 receive an attractive coffee-table book about the manufacturer’s World Rally Championship history as a gift. Those who purchase a vehicle are entered into a rolling series of draws to win a trip for two to one of the 13 exotic World Rally Championship destinations where they can enjoy the sights and cheer on the manufacturer’s rally team.
Looking for a way to add impact to your next motorsport-based marketing campaign? Our expertly crafted World’s Smallest Sports Games™ are an excellent way to engage your target market and activate your brand. Go ahead and get famous – we’re happy to provide free samples to qualified candidates.