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

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