The NASCAR season runs headlong into competition from multiple sports often competing for the same viewer. We needed to not only get fans excited for NASCAR’s long-awaited return to Nashville and sustain interest throughout key moments during the season, but we needed to reach new fans with engaging and shareable content.
To broaden the appeal of racing, our campaign went under the hood and behind the scenes at the track and on the town from Nashville to Martinsville, Daytona to Phoenix and more. Our roster of racing influencers, social content creators, and comedians put their own spin on everything from hot laps to pit crews, hauler tours, city hot spots and driver meet and greets, presenting interesting stories that would appeal to casual and core fans alike. And followers rode shotgun all season long.
Our campaign lapped the competition for entirely new audience segments with zero paid social media, driving excitement for NASCAR all season long.