While in the SOJC, my team and I were assigned to create a campaign for NASCAR. Our mission was to develop a campaign for the 2019 NASCAR playoffs focusing on gaining new casual fans to tune in to the event.
Our Single Most Compelling Idea for our campaign was “Consumers are more inclined to watch and be involved with events that showcase teamwork and content they can empathize with.” Going further into this idea we gathered that the common perception is that NASCAR is an individual sport. While it may be a single driver getting all the accolades and attention, there’s a lot that goes unnoticed behind the scenes. Everyone needs their support system to get through life. For NASCAR drivers that support comes from their crew. While NASCAR is a team sport, this is an aspect that tends to be unrecognized and we plan to highlight this throughout our campaign.
The beginning of our campaign consisted of two TV Spots to showcase this very idea.
There is no feeling like a big victory. However, every victory comes with some type of support. This is a reminder to casual fans that just like you, NASCAR drivers have a support team to help them accomplish their victories.
Radio Spot written by: Riley Kluckman
Through Facebook we chose to highlight specific racers and events. We will use this platform to show clips of our spots, digital print, and live coverage to get people excited about the playoffs.
We chose to do the same on Twitter because as of right now, NASCAR remains the most active on this platform and many of the drivers have their largest following through twitter.
Just like Facebook, we used instagram and instagram stories to highlight some of our tv spots, specific drivers, and playoff events. Instagram as a platform attracts the most new casuals because most already consume this platform on a daily basis. We also chose snapchat as a platform to highlight our hashtag #welcometothecrew through customized snapchat filters as well as showcasing our spots. Research shows that Snapchat is the most receptive to advertisements.
This is an example of one of our print ads. This would be showcased through print as well as across all platforms of social media we decided to interact with.
