Harvick Retirement. Campaign
How do you build a retirement campaign for an athlete with a “once in a lifetime” story?
That’s the question I had to solve for.
Background.
In January 2023, Kevin Harvick, our flagship driver of the No. 4 Ford Mustang at Stewart-Haas Racing, announced his retirement at the end of the season. With over 60 Cup Series race wins and a 2014 NASCAR Cup Series Championship with SHR, Harvick's significance can't be understated — but it's about much more than wins.
Harvick first climbed into a NASCAR Cup Series car under unfathomable circumstances, taking over Dale Earnhardt Sr.'s car after his tragic passing in 2001. Harvick embraced the pressure and honored Earnhardt's legacy, helping heal a grieving fanbase while forging his own path. Harvick became one of NASCAR's greatest drivers because of his unforgettable start in the NASCAR Cup Series after Dale Sr passed, his quick success, his fiery attitude, and his continued winning ways. Harvick was unapologetically himself, even in the most challenging circumstances.
Our team felt strongly that Harvick, a future Hall of Famer, has a "once in a lifetime" career story that had to be uplifted in his final laps.
Concept.
We landed on #4EVER as our campaign platform with this simple idea:
Through it all, Kevin Harvick has been critical to our DNA. His edge. His desire to win. His unapologetic attitude. His racer's way. He 4EVER changed our team and sport.
We felt 4EVER was powerful because it can be molded and manifested in different ways. It's simple enough for people to remember and rally around, yet it has endless applications.
Activation Details.
Our team wanted to create a robust campaign that allowed fans to see all sides of Harvick and sent him off in his final laps the right way. We mapped out tentpole themes for the season, for example, 4EVER a Champion, 4EVER Happy, 4EVER The Closer, 4EVER Dad, 4EVER Friends, 4EVER a Prankster, and 4EVER the Cactus King. Each theme was supported by graphics, videos, fan engagement, etc., that matched that weekend's race or a significant moment in Harvick's career.
My Role
— Concepted the entire campaign platform and idea
— Pitched the campaign to Harvick and his agent for buy-in
— Led the team that was responsible for all creative, content & execution
— Produced the script for hero videos in collaboration with our team
— Worked with partners, NASCAR, and tracks on integrating into their efforts
We launched with two hero video pieces.
Throughout the 2023 season, our team published more than 1,200 social media posts supporting the campaign.
The result was one of the most robust retirement campaigns in sports. Across our social channels, we generated …
95M impressions
3.7M engagements
30M video views
$4.8M in social value
& even more than the numbers —
Harvick had an immense appreciation for the work.
Hear him shout out our team.
Here's a snapshot of the graphics we produced to support each #4EVER theme, milestone & moment.
#4EVER Defining Series.
We launched a long-form video series, “4EVER Defining”, that dove into all sides of Harvick through the eyes of those who know him best. The 12-episode series tied into our tentpole themes and featured incredible guests inside and outside Stewart-Haas to unpack the man behind the visor.
In addition to robust storytelling, we activated with longstanding partners in impactful & meaningful ways.
#4EVER Twenty-Nine With Anheuser-Busch
Together with Busch Beer, we changed Harvick’s number from No. 4 to No. 29 for the All-Star Race in an incredible moment for Harvick and NASCAR fans. The No. 29 is the car that Harvick climbed into after Dale Earnhardt Sr passed — and the paint scheme reflected his first win in that car, a win that came just three races in after the tragedy. This is like a player changing a jersey number for one game — it does not happen in our sport and is a HUGE deal. .
The campaign didn't stop at social media.
Partners, tracks, and more rallied around #4EVER, which appeared on Harvick's car, helmets, at the track, etc.
The Homestead-Miami Speedway and Mobil 1 even came together to name the race where Harvick won the 2014 Championship the "#4EVER 400".
