• by Tanya Gazdik , August 10, 2017

TEN: The Enthusiast Network and FCA North America are partnering for a one-day program called “Roadkill Nights Powered by Dodge.”

Taking place on Saturday, Aug. 12, at the M1 Concourse in Pontiac, Mich., about an hour north of Detroit, the event, orchestrated by TEN: The Enthusiast Network, will include legal drag racing, thrill rides, burnouts, and kid activities like jousting, bull rides and an obstacle course. This will be the 12-hour event’s third year. 

Held the week before the famous Woodward Dream Cruise, it is aimed at enthusiasts, people who love muscle cars and have a passion for performance and the thrill of competition, says Tim Kuniskis, head of passenger cars, Dodge, SRT, Chrysler and FIAT, FCA North America.

“This event gives Dodge//SRT the opportunity to give our loyal customers a chance to see the 840-horsepower Dodge Challenger SRT Demon and take a thrill ride in our 707-horsepower Dodge Challenger and Charger SRT Hellcats,” Kuniskis tells Marketing Daily. “It also gives car enthusiasts who might not already drive one of our vehicles the chance to see what they are all about, up close and in person.”

Last year’s Roadkill Nights events attracted 45,000 attendees, generated over 31 million media impressions. 137 million public relation impressions and over 45 million social media impressions, says Eric Schwab, executive vice president, chief commercial officer at TEN: The Enthusiast Network.

“It provides very high engagement (experiential) at a large consumer event while being able to expand/extend that experience through video/content and amplifying digitally beyond just those who are in attendance,” Schwab tells Marketing Daily.  “Last year for RK Nights, we were able to provide a unique, high-octane experience to the attendees by shutting down a major public highway. The venue selection and site logistics were carefully evaluated in order to provide a premium experience for participants, fans and sponsors.”

Last year, TEN: The Enthusiast Network and Dodge also hosted a Roadkill Nights Powered by Dodge event in Kansas City, Kan., where more than 10,000 people attended at the Kansas Speedway.

“But the annual cruise week in Detroit attracts more than 1 million enthusiasts each year, so it’s been an excellent opportunity to interact with enthusiasts at what’s become a destination event,” Kuniskis says. 

Besides working with Dodge on this event, TEN does many activations with other manufacturers including Infiniti at the Concours d’Elegance in Pebble Beach, Calif., which is aimed at an affluent audience and Toyota’s Dew Tour, which engages 18- to 34-year-olds.

TEN has had an official partnership with Mountain Dew for the Dew Tour since 2016, with TEN serving as its strategic partner and leading execution and event staging. Currently, TEN sports and entertainment events reach an annual audience of 137,500.

“Dodge and Roadkill share key demographics, so it’s a natural fit,” Kuniskis says.  

In addition to Roadkill Nights, Dodge also sponsors Roadkill Zip-Tie Drag Races and Hot Rod Drag Week, which is Roadkill’s sister publication. All events promote racing in a safe, sanctioned environment, he says. 

“Roadkill Nights continues the Dodge brand's efforts to take racing off the streets and to a professionally sanctioned strip,” Kuniskis says. “This event is also the perfect opportunity to show muscle car enthusiasts from around the world the new 840-horsepower Dodge Challenger SRT Demon where it was born to dominate — on the dragstrip. Fans can also check out the full Dodge performance line-up like the new Challenger SRT Widebody and Durango SRT.”