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Public Relations

Activation Recap May 13, 2014

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Aaron’s Dream Weekend PR Results

Weekend Overview • Leveraged components of Aaron’s title sponsorship of Aaron’s Dream Weekend at Talladega (e.g. Boys &

Girls Clubs of America relationship, access to talent, etc.) to generate newsworthy angles outside of the

race’s field of competition

• Utilized Aaron’s Dream Weekend at Talladega to announce a one-year, one million dollar partnership with

the Boys & Girls Clubs of America

• Supported the announcement by leveraging relationship with local Clubs to amplify “Dream Weekend”

thematic through educational and aspirational events for teens throughout the weekend

Aaron’s Dream Weekend

activities resulted in more than

400 placements for a total of

266 million impressions

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Preceding the BGCA $1 Million partnership announcement, Aaron’s partnered with the A.G.

Gaston Boys & Girls Club of Birmingham and Michael Waltrip Racing to host “The Science of

Speed” event during Aaron’s Dream Weekend at Talladega

Boys & Girls Club STEM Event

Event Overview:

Aaron’s hosted NASCAR Driver Brian Vickers and Michael

Waltrip Racing pit crew for an afternoon teaching more than

40 teens about how science, technology, engineering and

math (STEM) education can lead to a successful future

Media Attendance:

• KSE secured on-site media attendance with:

• Associated Press

• WCFT-TV (ABC)

• WVTM-TV (NBC)

• AL.com (Largest daily online newspaper in

Alabama)

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Boys & Girls Club STEM Event Cont.

“The Science of Speed” event resulted in more 91 placements for a total of 177,953,221

impressions leading into the Aaron’s Dream Weekend

Race title sponsor Aaron's

helped put on the event and

announced a $1 million

contribution to the Boys & Girls

Clubs of America's national

teen leadership program.

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Aaron’s announced the national Boys & Girls Clubs of

America partnership at a press conference the morning of

the Aaron’s 499

More than 20 NASCAR endemic reporters were in

attendance at the press conference

Following the announcement, a segment ran on FOX

Sports 1, highlighting Aaron’s commitment to local Clubs

who participated in Aaron’s Dream Weekend

FOX coverage ran on 76 local market broadcast

stations

BGCA Partnership Announcement

NASCAR.com reporter Holly Cain

tweeted to her 4K followers about the

partnership announcement from the

press conference

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Race Weekend Assets

• Distributed “Aaron’s Dream Weekend” press release

over the national wire to announce weekend line-up

• Release was picked up in 246 outlets for a total

of 72,494,000 impressions

• Announcement resulted in coverage in AL.com and

Ledger-Enquirer.com, highlighting grand marshals

from the Wounded Warrior Project and "Aaron's

Weekend of Your Dreams Sweepstakes” winner Peter

Torres as honorary starter

Throughout race weekend, Aaron’s documented and distributed ownable content captured from

talent and events, including Aaron’s 312 grand marshal and honorary starter honors

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To amplify the “Aaron’s Dream Weekend” and “Own It” messaging, Brian Vickers and

Michael Waltrip conducted eight radio/internet interviews with national and local

market sports media, resulting in 12,498,000 impressions

Radio Media Tours

Michael’s Interviews Brian’s Interviews

SIRIUS NASCAR Radio—Tradin’ Paint with Jim

and Noble and Chocolate Myers (National)

WJOX 94.5 (Birmingham, AL)

WEZO—Spirit of Racing (George/South Carolina)

WRFC-AM 960—The Ref (Athens, GA)

SIRIUS NASCAR Radio—Tradin’ Paint with Jim

and Noble and Chocolate Myers (National)

940 WINZ-AM The Defo and Goldie Show (Miami,

FL)

WMEN 640 Sports (Miami, FL)

NASCAR.com (National)

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Radio Media Tours with

In order to tell a cohesive story to the media, we needed to tie the Aaron’s Dream Weekend

thematic throughout all weekend aspects

Recommendation for 2015: Create a season-long PR campaign/platform could provide an

opportunity to tell a more robust, meaningful story

Recommendation for 2015: Tie an Aaron’s Dream Weekend consumer call-to-action into

the race weekend

In order to ‘break through’ into mainstream lifestyle and entertainment media, we needed access

to higher-caliber talent as part of the race weekend line-up

Recommendation for 2015: Pre-negotiate Aaron’s PR access to assets and talent

contracted by Talladega Superspeedway (e.g. concert talent, honorary pace car driver, etc.)

Local Boys & Girls Club events reinforced Aaron’s national commitment to the BGCA partnership

and piqued the interested of local and national media. Incorporating STEM education and MWR

into the event created an authentic learning experience and positioned Aaron’s as “more than

just a logo on the wall” during Aaron’s Dream Weekend

“I’ve been to a lot of these NASCAR community events, and this was by far the most

educational and engaging for these kids.” John Zenor, AP Sports Writer

Hosting an event on Thursday prior to the Aaron’s 499 allowed endemic media to cover the

event without it interfering with their field of competition coverage

Key Learnings

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Next Steps

Continue the momentum of Aaron’s Dream

Weekend by amplifying the “Own It”

message through a New York City media tour

with Brian Vickers

Reach a wider mainstream/lifestyle media

audience by telling Brian’s personal story,

including his pursuit to “Own It” by bringing

the Aaron’s Dream Machine to Victory Lane