JRT has helped grow MotorTrend Presents Roadkill Nights Powered by Dodge (RKN) into a marketing activation phenomenon. Now in its tenth year, the event is bigger than ever. RKN engages nearly every JRT expertise and capability, including enthusiast brand marketing, live event planning, digital marketing, communications strategy, digital technology development, creative ideation, and video and photographic production.
The continued growth of RKN demonstrates our effectiveness in Enthusiast Brand Marketing. Activating the essence of this high-performance brand and amplifying its reach drew more than 50,000 people to attend. Live, digital and online activations delivered an estimated earned media value of more than $67 million.
Last year’s Direct Connection Grudge Match Champ Morgan Evans, here with Dodge CEO Matt McAlear, returned to successfully defend her crown and retain the official Grudge Match trophy she fabricated in her own metal shop.
RKN achieved astounding reach with 4.2 billion impressions, 16.2 million video views and 2.3 million engagements.
With RKN, Dodge leaves the competition watching enviously through a trail of smoke as the top-dog automotive manufacturer in street-legal racing culture.
At RKN, our enthusiasts get to shake hands with the professional drivers that are ripping up the blacktop – and sometimes they even get to sit in the driver's seat.
Amateur drag racers from around the country came to participate in RKN street-legal drag racing, expanding reach and engagement far beyond current brand loyalists.
The Dodge Badassadors program is a JRT-conceived and -executed activation that is expanding and evolving the influencer marketing sector. The Badassadors are a team of passionate enthusiasts who will represent the new generation of Dodge muscle across digital channels and at events around the country.
