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From the 7th Annual Shorty Awards

FedEx Racing: Real-Time Response Campaign

Entered in Real-Time Response


The FedEx sponsorship of Denny Hamlin's #11 Joe Gibbs Racing Toyota creates a unique opportunity to engage with consumers and fans of NASCAR.

With the FedEx #11 team, participating in the 2014 NASCAR Chase, FedEx capitalized on the excitement to help drive awareness of FedEx One RateĀ® (FOR) via timely, relevant and share-able content across social.


We saw a strong correlation between Denny's on-track performance and the performance of FedEx Racing content on social channels throughout the NASCAR season. And, as Denny and the #11 team's success brought them to the NASCAR Chase Championship Series, FedEx began to tailor social content and initiatives.

FedEx capitalized on this by developing a social plan around the weeks leading up to the final race, concluding with a deeper, real-time engagement strategy executed during the final race.



Results of the content activations across the 10 weeks of the Chase:

Strategy and Execution


In order to reach mass audiences about new FedEx flat-rate pricing, FedEx One RateĀ® (FOR), FedEx looked for ways to leverage its association with Joe Gibbs Racing, driver Denny Hamlin, and the FedEx #11 team.

Content was deployed across social platforms including Twitter, Facebook and YouTube to join conversations around the championship. Key components included:


The campaign's execution and tactics worked simultaneously with the Chase series, optimizing content on a weekly basis, to target engaged audiences with relevant content. To achieve this, FedEx focused on the following:

Deployed topical racing content, which featured FedEx One Rate messaging, to authentically join conversation with avid racing fans.

#FedEx11Chat on 10/17 provided racing fans with a unique experience with Denny Hamlin on Twitter courtesy of FedEx, while also driving awareness of FedEx One Rate with limited budgets.

Deployed "RT To Win" Social Sweepstakes on Twitter on 11/12 to increase engagements with targeted racing fans while promoting FedEx One Rate pricing.

FedEx#11 Twitter Takeover of @FedEx Account for Championship Race Day, to provide fans custom real-time content and unique behind-the-scenes access via Twitter.


As a result of the executions on social channels, FedEx saw a boost in engagements with racing content during the 10-week series of the Chase. This includes the following totals:

The results showcase that FedEx, as a proud sponsor of Joe Gibbs Racing, was able to authentically leverage its sponsorship property to engage with and connect to consumers on their social channels during key and timely events.


Entrant Company / Organization Name

FedEx, BBDO New York, Resolution Media, OMD


Entry Credits