In support of its Duralast Official Brakes of NASCAR sponsorship, Sponsorship Science and Breaking Limits were retained by FDP to instill both discipline and process in NASCAR sponsorship marketing and to understand the true qualitative and quantitative impact of the sponsorship on FDP and AutoZone business and brand objectives.
Upon conducting a set of three distinct surveys, results were garnered across a depth of segments with insights inclusive of sponsorship impact on avid and casual fan behavior, retailer brand preference, automotive DIYer fit and influence, commercial customers, and future renewal. Plus, another step in the process provided measured media outputs.
Combining AutoZone business objectives with NASCAR insight, Breaking Limits identified a new business/marketing partnership opportunity with Penske Automotive Group and Team Penske.
Upon connecting key principals, and providing AutoZone with extensive sponsorship consulting services, a resulting program component became the creation and execution of an exclusive, Business-to-Business-focused AutoZone Commercial Customer hospitality rewards program based on performance, serving as both a relationship-builder and incremental revenue driver.
Leveraging our NASCAR industry insight and access, Breaking Limits provided strategic asset and pricing counsel to our client, with an eye on optimizing existing sponsorship rights via an incremental, retail-specific tie-in among Honey Nut Cheerios, Kroger and Austin Dillon at the Daytona 500; his first-ever Daytona 500.
Wisconsin-based Patrick Cudahy became the “Official Bacon of the Green Bay Packers” and the “Official Bacon of Lambeau Field” beginning in 2016. The sponsorship helped launch them to #1, as the brand became the top-selling bacon in the state for the first time in more than 100 years.
Breaking Limits was called upon to publicize and enhance the partnership, resulting in securing the Green Bay Packers Executive Chef as the brand’s new spokesperson and earning more than 7.5 million impressions from top media outlets such as ESPN, Fox Sports, People, and USA Today.
Our clients have also aligned with big-name country artists like Easton Corbin and Randy Houser, well-known TV personalities like ESPN’s Kirk Herbstreit, and sports icons like “The King” Richard Petty. The Armour brand launched a nationwide campaign, “Great Moms”, in 2016, desiring to make a well-known Hollywood mom the face of the campaign.
Through extensive research, conversations with top agencies, and a deep understanding of the brand’s attributes, Breaking Limits secured Holly Robinson-Peete for a satellite media tour and a local event, garnering more than four million media impressions in 22 media markets across the country, including top markets such as Los Angeles, Chicago, and Atlanta.
Our clients sponsor well-known, respected charities like Operation Homefront, Make-A-Wish, and the Boys & Girls Club. These partnerships have enhanced activations, earned billions of media impressions, driven brand loyalty, and improved company morale.
Eckrich has a long-standing partnership with Operation Homefront, a national non-profit that assists military families. Breaking Limits has executed more than 175 successful PR events across the U.S. publicizing this partnership, garnering nearly three billion total media impressions, strengthening the company’s relationship with its customers and building brand awareness at the community level.