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Monster energy


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Monster energy

  1. 1. Multi-cultural Initiative Revolution Racing • NASCAR’s Drive for Diversity Program • K&N Pro Series East • Whelen All-American • Youth Racing Program Outreach ProgramsThe Longshot • Engage community via• Simulator to reality driver • Mobile trackside hospitality search • iRacing simulators• Millennial appeal • Data capture• Economically accessible • DJ Tour • College Tour • 4 HBCU dates
  2. 2. About
  3. 3. About Revolution RacingRevolution Racingis a majorityminority ownedcompany thatmanagesNASCAR’s Drivefor Diversityprogram. 4
  4. 4. MissionNASCAR’s number The goal of the one corporate organization is to initiative advance the careers of minority and female drivers, crew members, pit crew athletes and aspiring front office personnel. 5 5
  5. 5. Leadership MAXSIEGEL JOHNSTORY TINADeVEAUXChief Executive Officer President Vice President of Marketing ANDYSANTERRE BLAIRADDIS PHILHORTON Director of Competition Director of Competition Pit Crew Coach Camping World Series Whelen All-American Series and Trainer 6 6
  6. 6. Our Racing ProgramsRevolution Racing fieldsteams in four divisions: NASCAR K&N Pro Series East NASCAR Whelen All-American Series INEX Legend cars INEX Bandolero cars 7
  7. 7. Our Media• TV – Changing Lanes on BET – Camping World East on Speed TV• Social Media• Web Sites – – –• NASCAR – Sirius Satellite Radio –• Print – Uptown Magazine 8
  8. 8. TechnologyRevolutionRacing’s academystyle trainingprogram utilizesmotorsportssimulationsoftware providedby iRacing. 9
  10. 10. K&N Pro Series East RYANGIFFORD DARRELLWALLACE 10 Races • 3/27 Greenville Pickens, SC • 4/3 South Boston, VA • 5/23 Iowa, IA • 6/6 Martinsville, VA AGE: 20 AGE: 16 • 6/25 New Hampshire, NHHOME: Winchester, Tenn. HOME: Mobile, Ala. • 7/3 Lime Rock, CT SERGIOPENA MACKENABELL • 7/30 Lee, CT • 8/28 Gresham, GA • 9/17 New Hampshire • 9/24 Dover 4x$750,000 = $3,000,000 AGE: 16 AGE: 19 HOME: Catharpin, Va HOME: Carson City, Nev.
  11. 11. Whelen All-American SeriesMEGANREITENOUR KATIEHAGAR JASONROMERO 4 Tracks (41 Events) • Greenville-Pickens, S.C. • 9 Races • Hickory, N.C. AGE: 18 AGE: 23 AGE: 25 • 7 RacesHOME: Miamisburg,Ohio HOME: Damariscotta, Maine HOME: Cameron Park, Calif. • Tri-County, N.C.MICHAELCHERRY JESSICABRUNELLI REBECCAKASTEN • 18 Races • Carraway, N.C. • 7 Races 6x$100,000 = AGE: 20 AGE: 17 AGE: 19 $600,000 HOME: Valrico, Fla. HOME: Hayward, Calif. HOME: Mequon, Wisc.
  12. 12. Youth Racing Program4 Legends Cars3 Bandoleros • Competing during the summer in the Carolinas 7x$5,000 = $35,000
  13. 13. Partners 14
  14. 14. Outreach Programs
  15. 15. 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 16
  16. 16. Monster Mobile TourMobile sampling, DJ, data captureand motorsports simulation 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
  17. 17. The Longshot Driver Search
  18. 18. The ProblemMost sportssponsorships leavefans sitting on thesidelines…
  19. 19. Solution: The LongshotA magnetic and remarkablemotorsports marketingplatform that straps you inand 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
  20. 20. Business ModelDriver search anddevelopment programfor racers with limited orno prior racingexperience
  21. 21. The Search ProcessDrivers will beevaluated on bothracing aptitude andmarketability
  22. 22. 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 “…for the actual real-world racer, this is your at-home test vehicle. Acclimate $100) yourself with a new course or learn – Broadband connection something new on an old favorite. Even a rookie in the sim racing world can get up – iRacing subscription to speed fast within the iRacing system” Dale Earnhardt, Jr. NASCAR Sprint Cup Driver ...more testimonials
  23. 23. MarketabilityCandidates • Contestants will be asked to emulate a race teams by:engage and – Providing Race reports – Sharing:leverage social • Blogsnetworks • Videos • Photos – Securing sponsorship to support their effort – Develop fan support – Inject brands into social media
  24. 24. DevelopmentSelected candidatesundergo extensivetesting andcoaching atRevolution Racing Revolution Racing is a NASCAR "academy-style"in Karts, Legends development team based in Mooresville, N.C. The team currently operates 10 cars for NASCAR’sand Late Model cars Drive for Diversity program between the NASCAR Camping World East Series and the Whelen All- American Series.
  25. 25. The LongshotOne driver isselected to be TheLongshot and isinvited to joinRevolution Racing’sAcademy style teamin 2011
  26. 26. Underlying Magic • Economical access toCompelling dream motorsports • The ultimate form of brandto reality story 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
  27. 27. Brand Integration PlatformTeam Revolution Racing Racecars, uniforms, pit equipment Publications 10 Diverse drivers Speedway Illustrated Two Series NASCAR Scene Whelen All-American Series Camping World East Series Web 108+ Races 15,000 plus membersTV 3 Wide life 2000+ members 85 million households on regional sports networks Changing lanes (program social site in development) Reality show filmed around NASCAR’s Drive for Diversity Social Media Program Facebook pages Televised Camping World East Series Drive for Diversity (SpeedTV) 700+ fans Revolution RacingRetail/Event 2000+ fans Tradeshow simulator LongshotOnline Campaigns Twitter Flickr Youtube Targeted Facebook ads
  28. 28. Social Media Projections130The average number of Longshots Candidates 100 1 Social Reach 100 10,000friends a person has on 10,000 100,000facebook
  29. 29. The Monster CupiRacing simulator to realitydriver search anddevelopment program (theLongshot)Includes winner’s 2011Whelen All-American Seriesride plus driver livingexpenses $250,000
  30. 30. Car Art
  31. 31. Crew and Driver Uniforms
  32. 32. Entitlements– Primary sponsor of seven 7 Revolution Racing cars and – In-Market and At-Track Promotions teams in 2010. • A minimum of 10 at-track promotions in the four– Primary sponsor of seven 7 D4D driver suits Whelen All-American Series markets we compete– Primary sponsor of all 7 youth racing cars • A minimum of 10 at-track promotions in select K&N Pro Series East markets we run– Primary sponsor of Revolution Racing show car • Hospitality for customers, prospects and employees– Branding on Revolution Racing haulers, pit boxes and • Sampling equipment • Show car– A strong multicultural message for your brand. • Driver meet & greets– Official sponsor of The Monster Cup driver search • 10 Monster Energy selected east coast events competition: • Inclusion in four NASCAR College (HBCU) Tour • Branding on social media site events • Custom in-simulator car graphics • Sampling/Promotional Items • Branding at the Revolution Racing Technology & • Participation in panel discussion Training Center • DJ Contest • Monster Army exclusive races and challenges – Access to race shop for corporate initiatives.– Sponsor Listing, logo and link on – B2B opportunities with other Revolution Racing– Sponsor Listing, logo and link on partners (i.e. Freightliner) – Use of drivers’ names and likeness– Custom Monster Army profile on – Use of Drive for Diversity and Revolution Racing– Custom Revolution Racing/Monster background on designation and marks @RevolutionRacing Twitter page. – Weekly social media webisodes, press release, photos– Signage at Race Shop and blogs – Initial sponsor welcome – Press Release, Websites, Facebook and Twitter
  33. 33. MenuÀ la carte Happy MealProperty CostK&N Pro Series East $750,000 $900,000Whelen All-American Series $600,000Youth Racing $35,000Mobile Marketing $350,000The Monster Cup $250,000 Total $1,985,000
  34. 34. Monster Energy shall have first right of refusal on sponsorship for any of the 2010 Revolution Racing drivers shouldthey progress with Revolution Racing to the NASCAR Camping World Truck or NASCAR Nationwide Series in 2011. 36