NASCAR

A new PEAK of social media engagement in 2020

September 4, 2020
Sarah Handy
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By Sarah Handy, Staff Writer

PEAK Auto part of the independent, family-owned parent company of Old-World Industries has been a leader in the development and distribution of automotive products for over four decades. The Chicago, Illinois based company is also a known sponsor in motorsports — Haas F1, NASCAR and NHRA. And in 2020, PEAK Auto has taken their social media engagement, especially on Twitter to a whole other peak of the mountain.

Social Media has become a large part of our everyday lives, even more so in 2020 amid the COVID-19 pandemic as we socially distance. Many companies are working remotely and even if they aren’t, they all share some of the same common goals. Drive fan engagement and have successful social media platforms to promote their brand. PEAK Auto has taken their social media engagement, especially on Twitter to a whole other peak of the mountain.

How Many Re-Tweets?

Around mid-August Twitter users began direct messaging the company asking how many RT’s (Re-Tweets) to get a PEAK t-shirt, a hat, a die cast car or even sponsorship. Of course, these are just a few of the requests the Chicago, Illinois based company received. This sent PEAK’s social media team into over drive responding to people from all over with “500 RTs” or “1,000 RTs” just to ring off a couple responses.

As of August 18, per PEAK’s Twitter they had given their followers a Pepsi, a few follows, sponsored an e-league, a penny, a lot of hugs, laughs and late night chats.

The “RT Campaign” garnered PEAK new follows from many within the NASCAR community and beyond. Who doesn’t love trying to earn free merchandise? However, it stuck out more than just being about free swag. When the people who run a brands social media platform truly care about their followers, it shows. Interaction goes a long way, not only with the socially distancing year that is 2020 but those few kind words could really change someone’s bad day around.

When asked how much their social media following has grown since the above engagement started, a member of PEAK’s social media team told Kickin’ the Tires, “We’ve grown a lot. Our engagement has skyrocketed.”

With that said though, PEAK wasn’t done with fan engagement.

Victory Junction

On September 2 the company sent out a tweet saying today was the day to make a difference. For every new follower that PEAK received, the company would donate $1 up to $5,000 to Victory Junction.

If you’re unfamiliar with Victory Junction they’re located in Randleman, North Carolina and spread across 84 acres. A dream of the late Adam Petty, Victory Junction allows children to do what they do best – be kids, play, imagine, make friends, have adventures and enjoy camp.

Between races, Adam often visited children in pediatric hospitals and following his tragic death, his family and friends came together as one to realize his dream of a camp for children with serious medical conditions.

As of this morning, PEAK announced they’ve raised $2,000 thus far for Victory Junction. If you aren’t following PEAK and would like to help donate up to $5,000, there’s still time to go give them a follow on Twitter and tell your friends too!

You can catch PEAK on Clint Bowyer’s No. 14 throwback scheme for Stewart-Haas Racing this Sunday as the NASCAR Cup Series playoffs kick off at Darlington Raceway. Tune into NBCSN at 6:00 p.m. Eastern.

Stay Connected with PEAK

Official Website: http://www.peakauto.com

Twitter: @peakauto

Facebook: http://www.facebook.com/peakauto/

Instagram: @peakauto

Photo Credit: Jerry Jordan / Kickin’ the Tires

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