Central Michigan wins NASCAR Kinetics: Marketing in Motion


Central Michigan University crossed the finish line first in the NASCAR Kinetics: Marketing in Motion 2012 spring competition. CMU was the top-finisher among 18 schools that participated in the 2012 Spring edition of the program.

The nation-wide program provided students interested in NASCAR an opportunity to work on real-life business challenges in the sport. While the teams were competing against each other, the business partners took notice of all the findings to better their brand. This year, teams were presented with case studies for Fathead and Camping World.

The CMU team placed third with its campaign to raise NASCAR-related on-line and in-store sales for Fathead.

“It is great to see the team from Central Michigan win the competition,” MIS President Roger Curtis said. “They worked really hard this year – they do every year. We have worked with the NASCAR Kinetics team from CMU for many years now, and we’re thrilled they finally won. NASCAR is looking to bring younger fans into the sport and this is a great opportunity. The students can apply real-life business challenges to a case study and find a solution.”

The students toured MIS in January to gain knowledge into the operation of a track. The staff from MIS showed the group all facets of the track operation, including security, operations, sponsorships, marketing and public relations. The CMU team took that experience back to expand its findings throughout the competition.

During the Camping World case study, the main objective was to develop a plan to promote the company as the official outdoor and RV retail partner with NASCAR. CMU efforts earned a third-place finish.

The watch party, another judging criteria, set the team apart from the other schools. CMU hosted a TV watch party for the STP 400 from Kansas Speedway and classic car show. Nearly 325 people in Midland, Mich., attended.

The CMU NASCAR Kinetics team is comprised of the following five students: David Connolly (White Lake, Mich.), Beau Kingsbury (Manchester, Mich.), Aaron Lanctot (Sterling, Mich.), Samantha Reed (East Grand Rapids, Mich.), and Sarah Slachta (Freeland, Mich.)

“The NASCAR Kinetics: Marketing in Motion Program has been an unforgettable experience,” said team leader Samantha Reed. “We have learned so much about the sports industry because of this program. We will take away many things that will help enhance our professional growth. We couldn’t be happier with the outcome of the competition and we are excited to head down to North Carolina for the All-Star race.”

NASCAR Kinetics: Marketing in Motion is a semester-long course at colleges across the country. Each school is represented by a team of five students interested in learning about the motorsport industry. The program provides the opportunity to work through real-world challenges currently facing NASCAR, official partners, teams and tracks. The spring 2012 edition presented the teams with two case studies and they also hosted a viewing party of a NASCAR Sprit Cup Series race. The top performing team was awarded the grand prize of an all-expense paid trip to Charlotte, N.C., for the NASCAR Sprint Cup All Star Race.

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