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NASCAR Notebook Dodge to unveil massive ad campaign around Cup return
Updated: Monday January 08, 2001 3:16 PM
By Mike Fish, CNNSI.com ATLANTA -- Look for Daimler-Chrysler to kick off a huge advertising campaign trumpeting the return of Dodge to NASCAR Winston Cup racing in the coming days. Everything is in place for the debut at Daytona, from the engineering and track tests to the selection of the drivers and the approval from NASCAR to go racing. Now, Dodge is ready to roll out what a company spokesman boasts will "probably be the single biggest marketing program in America this year." The bulk of Dodge's national advertising centers on its return to Winston Cup after a two-decade hiatus. The ad campaign also figures to get a bump from the Dodge Intrepid sponsor partners like Coors Light, General Mills, Valvoline and Amoco. "They're all tied together to help us get the Intrepid and Dodge brand messages out there, and they get exposure being part of one of the biggest stories in racing this year," says spokesman Dave Elshoff. Elshoff declined to reveal financial details, but noted Dodge is the second biggest automotive brand in terms of corporate and dealer advertising. You can also expect local dealers to be stocking special edition cars and trucks, along with other Winston Cup merchandise. "You'll have to live off planet to miss the Dodge message in 2001," Elshoff predicts. But will it sell more cars? A study done last year by the Newport, R.I.-based Performance Research suggests that at least it opens the door to consideration. More than one-third (34%) of those interviewed said they would be "more likely'' to consider a Chrysler, Dodge or Plymouth vehicle if they were to again compete in Winston Cup racing.
Little E makes big money for sponsorDale Earnhardt Jr. didn't walk away with the Winston Cup title, but he proved himself a sponsor's dream in his rookie campaign. With Earnhardt Jr. at the wheel of the Budweiser No. 8 car, Budweiser garnered an estimated $58 million in television exposure during the 2000 Winston Cup season -- ending Valvoline's seven-year run as the top corporate entity. Meanwhile, Valvoline, which closed out its long-term relationship with Mark Martin and Roush Racing in 2000 earned $35 million, ranking fourth among the team sponsors. Miller Lite (2nd place, $52 million), Texaco (3rd, $43 million) and Interstate Batteries (5th, $34.9 million) rounded out the list of top-five, according to the Joyce Julius and Associates' Sponsors Report.
The annual report documents exposure received by corporate entities, tallying on-screen time and mentions of a sponsor and then comparing that with the cost of purchasing commercial time during the same broadcast. In the case of Budweiser, it's logo was "clear and in focus'' for more than 10-and-a-half hours and received 603 on-air mentions during the season. But how does a rookie garner more air time than Cup champion Bobby Labonte, whose Interstate Battery sponsor came home fifth? "You can have a terrific driver and be on the screen all the time, but if you can't read the logo the (exposure) numbers won't reflect that. That's not to say Interstate doesn't have a good scheme. Some exposure numbers reflect when you had your best races," Eric Wright of Joyce Julius and Associates said. "If you do really well on the network and not so good on the cable (network) races, the value is going to be better and vice versa.'' Regis and Jeff?Even if he hasn't been on top of his game the last two seasons, Jeff Gordon is proving as marketable as ever. Gordon is booked on "Live with Regis" on Jan 15. Not just for a two-minute gab session, mind you, but as Regis Philbin's co-host. "Live with Regis" has paraded a bunch of celebrity fill-ins before the cameras since co-host Kathie Lee Gifford left the show last year, including the likes of Don Rickles, Chevy Chase and Alec Baldwin. "I really don't know what to expect," Gordon says of his talk-show host debut. "I just want to have fun and enjoy it. Regis is a pro and it's amazing how he can connect with each of the different co-hosts." Gordon, a three-time NASCAR Winston Cup champion, had better hope Regis isn't too current on the sport. The last two seasons, Gordon's been out of the title hunt, finishing ninth in 2000. Mike Fish covers NASCAR for CNNSI.com
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