Duck Tape isn’t just a household name. It’s an iconic household product that can fix, seal and stick together pretty much anything. To the brand’s younger fans though, Duck Tape was more about creative crafting than anything else. We needed to remind them of the brand’s core purpose.
In 2013, a little known event called the Race of Gentlemen—TROG for short—was starting to make some noise. It featured a weekend of vintage hot rod and motorcycle races on the beach in Wildwood, NJ and was a natural fit for Duck Tape, which is the go-to tool for the nostalgic car enthusiasts who build these amazing machines.The tape keeps sand and saltwater out of engines, headlights intact and loose in parts in place.
After seeding some conversation about TROG and Duck Tape on Reddit, we built a microsite to feature a live broadcast of the races and give viewers more details and background on the event. If you couldn't make it to the beach, this was the next best thing.
With the Live Feed set up and ready to stream the races, we organically integrated the brand into the event. Armed with about 50 rolls tape, we doled them out to event organizers and racers alike. We even used it to fence off spectators from the track, and to secure signage and props around the event site.
We also created on-the-spot social content and engaged spectators with an Instagram contest, generating a ton (well, technically half a ton) of real-time social content in the process.
Hot Rod Magazine called TROG “the most photogenic motorsports competition ever”. We made sure Duck Tape was there to keep it all together, while reminding fans what their beloved brand truly stands for.