Tuesday, August 9, 2022

Brand Marketing, Marketing, Marketing Campaign, Motorsports Marketing

Let’s Get This Party…and Conversation Started

We love a good party. And one of our favorite times to be a marketing agency is when a client is coming up on a milestone worth celebrating.

Whether it’s commemorating 50 years as a company or launching a new product, milestones matter. They’re worth sharing with your customers because they provide a break from the everyday routines and open up fresh opportunities for storytelling and engagement. And they give your company and brand the chance to reflect on past success, reinforce current initiatives and point to the future.

Jackson has helped many of our clients celebrate a special occasion at one time or another. Let’s look at some recent and upcoming celebrations.

Our client, Trijicon, turned 40 in 2021 and wanted to celebrate. Of course, Jackson hopped on that party bus right away. We themed the anniversary 40FEST and turned it into a memorable occasion with a microsite, themed promotional materials and 24 days of giveaways featuring items from the company’s catalog of Brilliant Aiming Solutions. The experience aimed to honor patrons for 40 years of continued support.

We also launched a social media campaign featuring swag items we had designed to support the 40FEST theme. The campaign generated more than 11 million impressions and reached 9 million users, producing 373,000 engagements.

When another client, Carolina Handling, celebrated its 55th anniversary this past year, Jackson created ads, posters, videos and merchandise. We also handled media relations, social media, website updates and internal communication initiatives and events.

Motorsports Milestones
Events serve as excellent opportunities for celebration and storytelling. This September, Michelin Raceway Road Atlanta will recognize the 25th running of the “Petit Le Mans,” an annual 10-hour endurance sports car race that defied the experts and quickly became one of the most popular and prestigious events of the racing year. Jackson will be managing social media for the commemorative event, generating pre-race hype with giveaways and compelling storylines as well as sharing highlights from the actual event.

Next June, the Automobile Club de l’Ouest in France will celebrate the Le Mans Centennial, the 100th anniversary of the first 24 Hours of Le Mans. It will be interesting to see what the organization does with this incredible opportunity to celebrate the cars, the people and the stories of an entire century.

Practice what you preach
Even in our own case, when Jackson celebrated its 25th anniversary several years ago, we partnered with Habitat for Humanity and worked 25 hours straight to help complete a home build. We then invited the Habitat staff and benefiting family over for a company-wide picnic. It provided great internal teambuilding, a way to link our culture with our anniversary and the added benefit of some nice PR.

Your Turn
When it comes down to it, nobody is going to make a big deal about your organization for you. It’s up to you to recognize those big moments and make them into milestones people will remember. Milestones are a chance to change the conversation—make it more interesting, worthwhile or informative for your audience. It’s something Jackson is doing for our clients, and we’re having a blast.


Todd Steen
Kristie GraySmith
Jackson offices