Brad Keselowski's involvement in promotional videos for his NASCAR Camping World Truck Series team sponsors illustrates how the business of sports sponsorships is evolving beyond the traditional model of car and trackside promotions.
Cequent Consumer Products – a producer of automotive aftermarket products and cleaning tools – will use reigning NASCAR Sprint Cup Champion Brad Keselowski to help launch new products and a new brand for cleaning tools. Nine new videos were shot at the Brad Keselowski Race Shop in Mooresville, N.C., last week featuring Keselowski. The videos include new products Carbon Forged and Tow and Go Hitch Step from Reese Towpower. Another highlight was the video for Harper cleaning tools, a brand made in the USA since 1900 that was acquired by Cequent Consumer in December 2012.
The Keselowski videos will be released throughout the next few months and will be posted to www.ReeseRacing.com, the race section of Cequent Consumer Products website. The videos will also be used in marketing and promotional campaigns during race season.
“In two years working with Brad, it's amazing to see him evolve as a young, successful team owner,” said Shannon Ketvertes, Cequent Consumer Products Communications Manager and video director for the Keselowski shoot for Cequent Consumer. “Brad's professionalism and drive for perfection will show in our new videos. If Brad didn't like a take on a video, many times he would say, 'I can do better, I know I can, let's do another take.'"
Keselowski's demonstration of commitment to the project comes through as clearly as his devotion to his craft as a racer, Ketvertes says.
"Brad truly cares about representing our business just as he represents himself on the track and as a team owner in his own business,” Ketvertes added.