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Victory Junction

Background

Victory Junction, started by NASCAR’s legendary Petty family, is a unique camp which hosts children dealing with serious medical conditions and chronic illnesses. Relying almost solely on donations to send children to the camp free of charge, Victory Junction has worked with the Official NASCAR Members Club to tap into the passion NASCAR fans have.

Goals

To help spread awareness of the camp to the NASCAR community. Increasing donations made to the camp.

The Approach

Sent outbound inserts to NASCAR fans upon ordering a product from the Official NASCAR Members Club. This outbound insert coincided with a campaign during Richard Petty's 80th birthday. Allowing our members to purchase Victory Junction branded merchandise via our online store. All revenue of the merchandise went to Victory Junction Camp.

The Results

The storefront of the Official NASCAR Members Club created a new donation source for Victory Junction, giving them the ability to not only sell merchandise but also promote various fundraising initiatives and increase overall brand awareness in the eyes of NASCAR’s biggest fans.

May 14, 2020

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