Michael Shank Racing news

Michael Shank Racing Partners with Coexist for Business Development Microsite

Columbus, Ohio (25 October 2010)-Michael Shank Racing is pleased to announce a partnership with Coexist, a leading digital microagency with offices in Columbus, Ohio and Portland, Oregon. Together, the two are announcing the launch of a new targeted microsite, www.partnerwithmsr.com.

The site represents an all-new web-based approach to business development, with a user experience that is designed to identify opportunity and educate potential partners, accelerating the process of establishing new business development partnerships with the Columbus-based racing organization.

The team, which has competed in the GRAND-AM Rolex Sports Car Series since 2004, bolted to the headlines this summer after recovering from a frightening car fire at Watkins Glen as the team rebounded to lead the next race and take its best-ever finish at the home event at the Mid-Ohio Sports Car Course.

The dramatic turn of events through the summer, which was documented as part of a NASCAR Media Group series that will begin airing on Discovery HD Theater on October 31st, generated several new partnership programs for the team as the increased visibility kicked some ongoing conversations into a higher gear, with several of those developing into targeted marketing programs. The partnerships were more focused then some of the traditional marketing programs that the team has carried out for sponsors including Crown Royal and Panasonic, and set the groundwork for the partnership with Coexist.

Tasked with establishing a communications platform to demystify motorsports sponsorships and educate a wider audience concerning the opportunities and benefits available, Coexist dove in as both a sponsor and a digital partner to share all the often hidden thrills and statistics behind the two-car Daytona Prototype team.

“This was an ideal fit for us because Coexist brings a tremendous enthusiasm for technology and using it to communicate the opportunities that exist by partnering with Michael Shank Racing,” said team owner Mike Shank. “Working with Coexist was really fueled by some of the partnerships we started this summer–we had such strong feedback that we knew that this was something we had to develop more. The biggest thing we found that a lot of the prospective partners we were talking to didn’t realize how we could create a specific program for each of them, no matter what their budget and program scope was. We were very successful with that this season, and we wanted to pick up on that to grow for next year.”

The opportunity to participate with a marketing vehicle like Michael Shank Racing was an opportunity that Coexist relished. Armed with the fact that savvy brands can actually sponsor a world-class race team for costs comparable with less impactful traditional channels, Coexist took on the challenge of selling the racing experience online using an engaging mix of full screen imagery, simple navigation, a musical score and a linear story that builds excitement throughout the entire online experience.

“We wanted to emphasis how the embedded advertising opportunities are unlike anything else in the marketplace,” said Coexist President Christian Deuber. “It was also important for us to educate potential partners that where this kind of program was once limited to mega brands with deep pockets, motorsports sponsorship packages are finally within reach of emerging local businesses. PartnerWithMSR.com is unique in that it takes potential partners behind the scenes to look at all the various pieces that make up a successful motorsports sponsorship deal – in this case, examining the GRAND-AM Rolex Sports Car Series. We are really excited to be working with Michael Shank Racing, and are looking forward to this site being a part of their growth in the future.”

Michael Shank Racing will be back in action November 30-December 2 for testing at Homestead Miami Speedway as preparations continue for the 2011 season, which will open at Daytona International Raceway with the 2011 Rolex 24 At Daytona.

-source: msr

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