RockCrawler.com King of the Hammers 2012: Event Recap

[RockCrawler.com]

Promises Delivered 2012 marked a year of significant improvements & growth King of the Hammers is now known and respected as the single toughest one *day off-road race in the world and has become the “no miss” event. A full *vendor show complements five stand alone racing events culminating in *Friday’s Griffin King of the [...]King of the Hammers 2012: Event Recap is a post from: RockCrawler 4x4 and Offroad Magazine




Promises Delivered

2012 marked a year of significant improvements & growth

• King of the Hammers is now known and respected as the single toughest one *day off-road race in the world and has become the “no miss” event. A full *vendor show complements five stand alone racing events culminating in *Friday’s Griffin King of the Hammers.
• Hammertown not only became a city in desert, but a full service event venue.
• Spectators watched the action live from Hammertown via the largest mobile *HD LED jumbotron available and a strategically prepared short course and *hot pit area.
• Cutting edge live show integrating wireless cameras to a microwave and *satellite feed was tested and successful, paving the way for expanded *future coverage.*Online spectators turned out en masse to watch the action. Viewership *quadrupled from 2011.
• Race day was a success for vendors. Hammertown was no longer a ghost *town on race day, but a major revenue and exposure opportunity for our *partners.
• Strategic media plan focused on branding KOH and maximizing media beyond *a handful of endemic media outlets.
• King of the Hammers continues to be a mark of credibility and durability in *automotive and racing.

2012 Griffin King of the Hammers – By the Numbers

Onsite:

• 30,000 attendees – Official BLM and local Sheriff estimate

Competitors:

• 242 Registered drivers
• 83 Pre-qualified Griffin King of the Hammers drivers
• 62 4Wheel Parts Time Trials – Last Chance Qualifier drivers
• 39 Pit Bull Tires King of the Hammers UTV drivers
• 36 SMITYBILT Every Man Challenge drivers
• 21 Invited King of the Motos riders

Live Webcast:

• 186,143 Total views (rebroadcast not included)
• 113,318 Unique viewers
• Average time per viewer – 26 minutes

Live Chat:

• 36,422 unique chat participants
• 14,362 comments posted to live chat
• 13,773 post event chat replays

YouTube: (4 weeks post event)

• 500,000+ YouTube downloads including sponsor and media generated videos

YouTube/Ultra4Racing channel with cinematic quality activated at KOH –

• 118,200 unique views of the 2012 Highlights Video
• 167,000 views of Ultra4 generated KOH content

Media:

• 277 onsite registered edia
• 33 minutes – television news
• 86 minutes – radio
• 34 scheduled print magazine features | 12 print newspaper features
• 300+ website features and pickups (media outlets only – forums and social media not included)
• Speed TV – post event broadcast
• Feature length DVD release – June 2012

Displaying Vendors:

• 136

Traditional Media

Media Highlights:
Scope –

• International, national, regional
• General news, sports, endemic and general automotive
• ESPN Sports Center (6 airings on Top 10)
• Yahoo! Homepage USA
• Yahoo! Homepage Japan
• Sports Illustrated
• News television: 33 minutes – 11 regional airings (Fox/CBS/ABC)
• Radio: 86 minutes – 6 shows
• Newspaper: 12 features
• Websites: 300+ pickups (news only – not including forums & social
• media)
• Daytona 500 coverage – name mention
• Reuters
• Inc. Magazine
• Daily Mail – UK
• Los Angeles Daily News
• Speed – “Lucas Oil on the Edge”
• Wealth TV – “Boys Toys” in 3D

Major automotive coverage including:

• 34+ magazine print features
• Truck Trend / Motor Trend
• 4Wheel & Off-Road
• Dirt Sports
• Four Wheeler
• Autoblog
• Jalopnik
• Marathon Rally
• Motorsport
• All endemic outlets
• 11 international automotive print outlets covering – Japan, Australia, *Sweden, Germany, Iceland, Italy, Russia, Belgium, Spain.

Complete media recap with metrics available 6/1/2012


King of the Hammers 2012: Event Recap is a post from: RockCrawler 4x4 and Offroad Magazine




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