Kevin Harvick accelerates his brand with social network site

Nascar driver Kevin Harvick won the Budweiser Shootout on February 7, the first race of the Nascar season. But to lead his brand's way online, he launched a social networking site, Fan Central at fancentral.kevinharvick.com, two days later.

Objective: Nascar driver Kevin Harvick won the Budweiser Shootout on February 7, the first race of the Nascar season. But to lead his brand's way online, he launched a social networking site, Fan Central at fancentral.kevinharvick.com, two days later. DeLana Harvick, Kevin's wife and the owner of Kevin Harvick Inc., said the Kevin Harvick brand already had a strong following on Web sites and message boards, so the new site was “the most cutting-edge way for our fans to interact... and we felt like we had to take that next step.”

Idea: Fan Central is part of an overall online branding overhaul, including the relaunch of KevinHarvick.com and KevinHarvickInc.com. “Kevin, as a race car driver, has always been known as being fresh, inventive, and a little bit abrasive and in your face,” Harvick said. “That fits how we wanted to represent ourselves with our fans. We wanted to be innovative and somewhat in your face, [saying], ‘We're proud to be the first to do this in our area.'”

Tools:
Working with Indianapolis-based TrendyMinds, Kevin Harvick Inc. is spreading the word about Fan Central through fan sites, MySpace, Facebook, and Nascar Web sites. It is also reaching out to motorsports publications and the racing industry, while the agency is “pushing us forward into the techie-type social networking scene,” Harvick said.

Measurement:
As the Nascar season continues, Kevin Harvick Inc. will track the number of new members on Fan Central.

Company: Kevin Harvick Inc.

Campaign: Launch of Fan Central

PR Team:
Kevin Harvick Inc. and TrendyMinds

Launch: February 9

Budget: Undisclosed

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