05/13/2022
RFK Goes Viral; Hits 1M Views with “ASMR” Video Featuring Partner Castrol
CONCORD, N.C. (May 13, 2022) – RFK Racing recently pushed over 1 million views with its ASMR video featuring the wrapping and preparation of its No. 6 Castrol Sustainability Ford prior to the NASCAR Cup race at Talladega. ASMR (autonomous sensory meridian response) videos have been a formidable trend across social and digital media; providing viewers raw and authentic content.
The RFK team was able to harness the popularity of the recent trend to provide maximized viability for both the unique nature of its NASCAR operations and car prep, as well as helping to amplify the powerful message of its combined sustainability efforts with Castrol.
“It’s not much of a secret that content is king in this day and age of social and digital marketing,” said Kevin Woods, the teams VP of Marketing Operations and Communications. “And to really be effective and provide optimal value to both our partners and our brand, it is crucial that your social and digital channels be in tune with current trends and have a firm grip on both their audience and potential audiences. This is a great example of our team being really in tune with a current trend and be able to move quickly and provide not only great content for our fans and audiences, but tremendous added value to our partner.”
RFK has produced a handful of the type thus far, most recently with an ASMR featuring the No. 6 Castrol Sustainability Ford.
RFK’s marketing department led the efforts with the immersing video posted in late April, which to date has surpassed 1 million views with much of that coming on its Facebook channel alone. The video has carried a staggering 52% retention rate and has become the most popular video in the team’s rich history of content production.
RFK continues to distribute videos of this kind, with another ASMR this week featuring the No. 17 Castrol GTX Ford Mustang: https://twitter.com/RFKracing/status/1524482685246259201.
Long considered at the forefront of professional sports social and digital outlets, RFK’s marketing and communications department has been recognized on numerous occasions by various marketing and communications awards, for its work across a plethora of categories, including strategic communications, integrated marketing, digital media and various public relations and communications initiatives.
About Roush Fenway Keselowski Racing
RFK Racing, in its 35th season of competition in 2022, features an ownership lineup pairing one of the sport’s most iconic names, Jack Roush, along with NASCAR Champion, Brad Keselowski, and Fenway Sports Group owner John Henry. Roush initially founded the team in 1988 and it has since become one of the most successful racing operations in the world, propelling him to be the first NASCAR owner to amass three hundred wins and capturing eight championships, including back-to-back NASCAR Cup titles in 2003 and 2004. Keselowski, a former owner himself in the NASCAR Truck Series, joins the ownership fold while piloting the iconic No. 6 Ford, and brings to the team a championship mindset himself having won the 2012 NASCAR Cup Series Championship. In 2007, Roush partnered with Henry, who also owns Major League Baseball’s Boston Red Sox and English Premier League’s Liverpool F.C., to form Roush Fenway Racing. The Fenway group also added the NHL’s Pittsburgh Penguins to its portfolio in 2022. Off the track, RFK is a leader and proven winner in NASCAR marketing solutions, having produced multiple award-winning social media, digital content and experiential marketing campaigns. Visit rfkracing.com, and follow the team on all social platforms @rfkracing.
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