Roush Fenway Racing has been recognized for outstanding achievement by the prestigious MarCom Awards, taking home three Platinum Awards for its work in 2018. The team won top prizes in the Social Media Campaign category for its launch of the Oscar Mayer NASCAR program, in the Communication Plan category for its #DoYouKnowJack campaign highlighting team owner Jack Roush’s NASCAR Hall of Fame candidacy and in the Social Campaign category for its content series promoting John Deere’s return to the sport.
“We are pleased to see our marketing efforts recognized by the MarCom Awards panel,” said Roush Fenway president Steve Newmark. “It’s a major emphasis of our marketing and communication groups to design and implement creative platforms for our partners and to demonstrate the role our race team can play in authentically promoting their brands. In a competitive market such as ours, we understand that brands have choices as to where they invest their marketing dollars, and we are especially proud of our continued ability to generate unique programs that deliver visibility and engagement for our partners.”
MarCom Awards is an international creative competition that recognizes outstanding achievement by marketing and communications professionals. The awards received over 6,500 entries this year, with only 17 percent awarded Platinum status by earning the highest distinction as ‘the most outstanding entries in the competition.’ Platinum Winners are recognized for ‘their excellence in terms of quality, creativity and resourcefulness.’
The Oscar Mayer program launch featured creative video assets as a collaboration between Roush Fenway and the brand. Utilizing the famed Oscar Mayer jingle and Wienermobile, the team played up the fun partnership to its audience across multiple social media platforms. Social media posts surrounding Oscar Mayer’s sponsorship of Matt Kenseth in the Southern 500 race at Darlington Raceway reached over 8.5 million people in just over two weeks.
#DoYouKnowJack was a hashtag born to highlight legendary team owner Jack Roush’s accomplishments in NASCAR as a part of the Hall of Fame nomination process. The team utilized the hashtag and surrounding campaign materials to urge fans and media members to vote for Roush. The campaign culminated with #DoYouKnowJack embellished on the hood of Matt Kenseth’s No. 6 Ford Fusion as he took the pole award for May’s NASCAR All-Star Race. The campaign reached an online audience of over 3.2 million people leading into Roush’s ultimate induction into the Hall of Fame class of 2019.
In bringing the iconic John Deere brand back to NASCAR, the team developed a multi-faceted content campaign highlighting the features of John Deere equipment, as well as playing on the lifestyle branding the company enjoys among the NASCAR audience. Running through two consecutive races, and activating socially for several months, the campaign generated over 360 million impressions on social and online media platforms,
Roush Fenway Racing has now won a total of eight MarCom Platinum Awards since 2011, when it took home its first Platinum for the famed ‘Ricky vs. Trevor’ campaign. The team also brought home Platinum Awards for its ‘Let Ricky Race’ campaign in 2013, as well as the #RFRTruckin campaign and Social ‘Jack’ Icon branding platform in 2016 and the #DrivenForACause awareness platform in 2017. The team has also won Gold Awards for #RaceWithRicky, ’25 Winning Years’, ‘RFRDriven’ and the Pillow Pets NASCAR Launch. Roush Fenway has also taken home prizes from the PR News Platinum Awards, Social Media Icon Awards and Hermes Awards.
MarCom Awards is administered and judged by the Association of Marketing and Communication Professionals. The international organization consists of several thousand creative professionals. The Association oversees awards and recognition programs, provides judges and sets standards for excellence. Judges are industry professionals who look for companies and individuals whose talent exceeds a high standard of excellence and whose work serves as a benchmark for the industry.
MarCom entries come from corporate marketing and communication departments, advertising agencies, PR firms, design shops, production companies and freelancers. The competition has grown to one of the largest of its kind, with winners ranging in size from individual communicators to media conglomerates and Fortune 500 companies.