Air Force officials along with contract advertising agency GSD&M Idea City launched the multimedia marketing campaign "Switching Seats" March 23 in support of its NASCAR partnership. The campaign centers on the parallels between Air Force and NASCAR high-performance jobs, and focuses on No. 43 driver Reed Sorenson and crewmembers engaged in each others' jobs. (U.S. Air Force photo illustration)
Air Force officials announced in November 2008 both a primary and associate sponsorship with Richard Petty Motorsports for the No. 43 car driven by Reed Sorenson, a three-time winner in the Nationwide Series. (U.S. Air Force photo illustration)
The No. 43 Air Force-sponsored NASCAR driven by Reed Sorenson makes its way around the track during the Aaron's 499 race April 26 at Talladega Superspeedway in Talladega, Ala. This was the first race for the No. 43 Richard Petty Motor Sports car featuring the Air Force primary paint scheme. The car started 41st but finished 11th in the race. (U.S. Air Force photo/Master Sgt. Scott Reed)
by Christa D'Andrea
Air Force Recruiting Service Public Affairs
5/15/2009 - RANDOLPH AIR FORCE BASE, Texas (AFNS) -- Air Force officials here launched the final three Webisodes of its multimedia marketing campaign, "Switching Seats," May 15.
The online campaign centers on the parallels between Air Force and NASCAR high-performance jobs and focuses on No. 43 driver Reed Sorenson and crewmembers engaged in each others' jobs.
The final three Webisodes feature Air Force Special Operations trainees working out with Brett Cummings, a Richard Petty Motorsports trainer, as well as watching the No. 43 car shock specialist change a shock on an F-15 Eagle.
The Air Force is having positive results with the campaign, said Capt. Homero Martinez, the Air Force Recruiting Service chief marketing officer.
"We've been successful in creating an online environment that is both informative and engaging," he said.
Since the start of the campaign, which launched March 23, the NASCAR Web site located on airforce.com, has received an average of 1,300 visits per day with an average visit time of 4 minutes.
"The RPM sponsorship, across the board, is robust and our driver, Reed Sorenson, resonates with our target audience," Captain Martinez said. "Our onsite activation strategies have worked very well and we have seen an increase in leads from last year."
The Air Force, which announced its partnership with RPM in January, is a primary and associate sponsor for the No. 43 car.
Mr. Sorenson currently ranks 23rd with 1,090 points and has had a top-10 finish this year at the Daytona 500 and placed 11th at Talladega, the first race that featured the primary paint scheme.
The No. 43 car also qualified to compete in the series Pit Crew Challenge May 14, where they placed second overall. The crew competed in their Air Force crew uniforms and the car featured the primary paint scheme. Additionally, fans were able to vote their favorite driver into the All-Star race by going to the NASCAR Web site. Whichever driver received the most votes will race in the All-Star Challenge May 16 at Lowe's Motor Speedway in Concord, N.C.
"NASCAR is an attractive venue for marketing the U.S. Air Force because the sport has a strong, patriotic fan base that really supports their teams and the team sponsors," said Col. Timothy Hanson, the AFRS strategic communications director.
Air Force officials engage in event marketing and sponsorship to raise public awareness about America's Air Force and to help the Air Force Recruiting Service meet its mission of recruiting quality men and women with the right skills, at the right time, in the right numbers to sustain the combat capability of America's Air Force, Colonel Hanson said.
