August 7, 2017 / By Christina Kavanaugh
An entire generation of NASCAR fans fell in love with the iconic orange and yellow “Tide Ride,” and became lifelong fans of its legendary drivers during Tide’s storied history in the sport. In 2016, fans across all generations witnessed the new Tide PODS car hit the track at the Darlington Throwback Bojangles’ Southern 500, signaling the return of one of NASCAR’s most recognizable partners. Taylor played an integral role by producing digital videos featuring some legendary drivers of the Tide Ride: Darrell Waltrip, Ricky Rudd, and Ricky Craven.
Matt Kenseth and Darrell Waltrip
Through a press conference at the NASCAR Hall of Fame and PR support leading up to and during the Throwback Race, the Darlington race garnered hundreds of placements and hundreds of millions impressions. The social videos received millions of views on Facebook alone, was the top branded social content for Darlington and four of the five NASCAR branded Facebook videos of the calendar year.
For the 2017 Monster Energy NASCAR Cup Series, Taylor’s legacy in NASCAR sponsorships and digital strategy helped bring back a new and more powerful No. 20 Tide PODS Toyota Camry commanded by Joe Gibbs Racing driver Matt Kenseth for three primary races at Phoenix International Raceway, Indianapolis Motor Speedway and an upcoming event at Charlotte Motor Speedway.
WWE’s Big Show and Matt Kenseth
Kicking off the season with an Associated Press announcement exclusive, Kenseth showcased the surprising power of the Tide PODS car in three humorous digital shorts with WWE Superstar Big Show and country music singer/songwriter Eric Paslay. Kenseth also reignited a legacy that spanned three decades, paying homage to the rich history of Tide while exemplifying the strength and evolution of the brand.