Not many brands would relish the spot PEAK found themselves in. Multi-national competitors wielded marketing budgets exponentially bigger than that of the small, family-owned brand. Meanwhile, PEAK’s social media footprint wasn’t really helping: the brand had under 5% share-of-voice in the category. To overcome these obstacles, we had to find a way to catapult PEAK to new levels of engagement and drive significant new earned media impressions to offset their smaller traditional marketing budget. Our solution? A highly-integrated, multi-channel campaign that leveraged PEAK’s partnership with big-name NASCAR drivers and motorsports media channels, culminating in the Stock Car Dream Challenge – a contest and social-media fueled reality TV show that delivered hundreds of millions of impressions and record levels of engagement.
I’ve hired BPN more than once in my career. Their marketing and media expertise, desire to create breakthrough creative and tireless work ethic has helped build many successful brands over the years.