Monster Jam x Wheels for Aiden
The Situation
Irvin PR has supported Monster Jam's public relations efforts all across the state of Ohio for more than a decade. When working with the latest Columbus tour, we saw an opportunity to go beyond our traditional PR tactics and create a meaningful community connection by partnering with a local organization, Wheels for Aiden.
What We Did
To amplify the good in the community, we connected with a local organization, part of NC4K, called Wheels for Aiden. Wheels for Aiden carries on the legacy of Aiden Welling, who was diagnosed with Neuroblastoma at the age of four. When Aiden passed away at the age of seven, his neighbor and friend, Jason Woehrle, founded Wheels for Aiden to honor his life and his impact on those around him. Wheels for Aiden provides motorized vehicles to children with medical and mobility challenges, allowing them freedom to move and play.
- Various Wheels for Aiden children, along with their families, were able to attend the Monster Jampractice for a behind-the-scenes Monster Jam experience. The kids got to meet the drivers, take photos in front of a truck, and really immerse themselves in the Monster Jam experience.
- We also coordinated a surprise, presenting one child with a mini truck of their own to keep. This was truly a special experience not only for the kiddo but also for the Grave Digger driver and the entire Monster Jam team present.
- Finally, through our coordination, dozens of Wheels for Aiden members were able to attend the show that weekend due to the provided ticket vouchers. It was important to us and Monster Jam to include this special Monster Jam experience with as many families as we could.
The Results
Our objective was to shape this event into both a long-lasting community connection and a media moment.
A total of 150 members of Wheels for Aiden were able to enjoy Monster Jam in all of its glory, including the ten kids and their families who got to attend the behind-the-scenes experience.
For this collaboration, we were able to secure earned media coverage spotlighting Wheels for Aiden, Monster Jam, and NC4K, bringing well-deserved recognition to all three. The on-site coverage helped truly encapsulate the emotion behind this event. We ensured that this collaboration would not only resonate with the organizations alike but also with the broader audience of the media.
In addition to the 65 pieces of coverage secured for the Monster Jam show weekend, which totaled an estimated $250,000 in advertising value, we also secured a feature story about Wheels for Aiden with Spectrum News 1 that aired three times throughout the weekend to viewers across the state.
By combining PR with purpose, we helped Monster Jam make long-lasting memories for families and amplify the good of Wheels for Aiden, proving that meaningful connections drive the most powerful stories.
