Duck brand duct tape sponsored the second Race of Gentlemen, an invitation-only race series of pre-World War II cars and motorcycles held on the beach in Wildwood, NJ, Oct. 4 to 6. The low-cost, low-resource sponsorship tapped into the fans’ passion for the brand to generate thousands of photos, hours of video archival footage and a live feed of the races that all served as content for Duck Tape’s social media properties.
“Duck Tape was a natural fit for the Race of Gentlemen,” David Rodgers, senior digital marketing manager at ShurTech Brands, which owns Duck Tape, told Buzz. “We knew the audience would be receptive to the classic, iconic nature of silver Duck Tape, and that race car drivers and enthusiasts regularly use Duck Tape for repairs. We strive to inspire creativity, individuality and ingenuity through the power of Duck Tape, and our sponsorship helped reinforce that message.”
At the race, which took place on the beach, the brand handed out from the back of a station wagon branded t-shirts, rolls of tape and cards with directions on how attendees could enter photos taken at the event into a contest on Instagram via #raceofgentlemen and #ducktape. The winner took home $500. Photos also appear on the brand’s Facebook page, where it has more than 5.5 million fans.
A production crew filmed thousands of hours of video archival footage, all driven by the race itself, to create a collection of stories and social content for the brand to use in future social and digital marketing efforts. Duck Tape sponsored a live feed of the races, which culminated in a two-hour live broadcast event that ran exclusively on theraceofgentlemenlive.com. The brand leveraged social media, including Facebook, Instagram and Twitter, to drive traffic to the site before and during the race.
“The social media posts performed on par with our regularly scheduled marketing content, and the comments were overwhelmingly positive,” Rodgers added. “This was the kind of high-quality, trend-forward content that resonated well with the Duck Tape audience.” Agency: Tenthwave, New York City.