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As the director of Aflac's sponsorship strategy, I oversaw the brand's complete integration into NASCAR and creation of the College Football program, while utilizing sponsorships to deliver extensive bottom line revenue for the organization. Core to the brand voice, we aligned all creative extensions and content to the comedic tone of the masterbrand, (as seen with the Aflac Duck spots) and utilized at-track hospitality to entertain small business owners, while adhering to all Sarbanes-Oxley regulations.
While the sponsorships produced an outstanding 6x increase in revenue annually, the work we did launching and executing to partner with the Aflac Cancer Center and create the Color Carl's Car program, remains one of my most rewarding career highlights. The program launched in September, which marks Childhood Cancer Awareness Month and led off with the race at Atlanta Motor Speedway (AMS), only a short distance from Aflac HQ in Columbus, GA. The children at the Aflac Cancer Center were given the chance to "Color Carl's Car" by designing the actual paint scheme that would race at Atlanta Motor Speedway. One design was chosen, with all other designs being incorporated into various assets throughout the weekend. The results were record breaking and as breathtaking as going 200 MPH. |
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| Color Carl's Car Case Study |