Over the last nine years, JRT has grown Dodge Roadkill Nights from a concept into a phenomenon. We did that by deploying our broad range of capabilities, including enthusiast brand marketing, live event planning, digital marketing, communications strategy, digital technology development, creative ideation, and video and photographic production.
In 2024, the event drew 50,000+ attendees and maximized the impact of a series of live, digital and online activations that delivered an estimated earned media value of more than $20,000,000.00.
The showcase event has helped cement the Dodge brand’s leadership role in the high-performance automotive market and proven their top-dog status in street-legal racing culture.
The Direct Connection Grudge Match was an exciting competition featuring seven popular automotive enthusiasts from around the country. Each competitor was required to build their vehicle of choice around the new Hurricane twin turbocharged 3.0-liter inline-six engine. In her first year as part of the Grudge Match racers, Morgan Evans won in her 1987 Dodge D150 Truck.
Our Steady Mobb team took the lead in capturing the incredible high speed images at Thrill Rides and Hornet Rally Rides.
2024 shattered all prior year numbers in attendance, earned media value and fan engagement. JRT continues to be a key player in the event for everything from social media influencer management to hospitality.
Roadkill Nights really did kill it – in-person and online, delivering more than 12 million impressions, with millions of videos views and more than 900,000 engagements.
Even junior dragsters joined the TSR (Tony Stewart Racing) lineup for the event with custom wraps designed and provided by CG Detroit®.