US racing series Nascar launched a new campaign ahead of its playoff run that aims to take fans down onto the track for a close up experience of all the race day excitement.
Nascar is revving up for its playoff run, and a new campaign takes people down on the track and behind the scenes for an up-close look at the racing excitement.
The campaign, created with agency 77 Ventures and called ‘All On the Line’, leverages the start of the Monster Energy Nascar Cup Series and champions the 16 drivers who have made it to the start line.
The activation sets out to capture all the ‘emotion, intensity and unpredictability’ of playoff racing.
The initiative will run for the 10 weeks of the playoffs races and will span live-action television executions, as well as digital and social content.
The lights went green on the campaign with the debut television spot, which, like all the subsequent creative that will follow, aims to capture drivers and teams in action and to document the key storylines as they unfold through the 10 playoff races.
Nascar and partner broadcaster NBC plan to unveil fresh creative each week spearheaded by video content running across digital and social media channels.
The campaign launched at the start of the playoffs on 16 September at the Las Vegas Speedway.
As well as television work, individual driver videos will run on social media, while fans can deploy customised Twitter emojis and hashtags for all 16 playoff drivers as part of a Twitter partnership strand.
Fans tweeting with then #NascarPlayoffs hashtag will activate the official emoji for this year’s playoffs.
Meet your 2018 #NASCARPlayoffs field.
Who is your pick to win it all? pic.twitter.com/0T1TDFt1bC
— NASCAR (@NASCAR) September 10, 2018
.@NASCAR is adding a personal flavor to the #NASCARPlayoffs!
Check out the customized hashtags and Twitter emojis for all 16 Cup Series drivers in the playoff field. pic.twitter.com/BiONWmovDu
— NASCAR on NBC (@NASCARonNBC) September 12, 2018
Plus there are more direct ticket sales promotional pieces.
The campaign will culminate around the championship finale at Homestead-Miami Speedway.
Nascar EVP and Chief Marketing Officer Jill Gregory explaisn that the rights owner will send out three different Nascar/NBC marketing creative crews to each race.
“Those crews are going to be nimble. We’ll have the bare bones and framework, but they will have to adapt immediately,” she says (adding that they will focus and cover any on-track incidents, as well as “the intense interplay between team members, an inside footage”.
Comment:
The season climax creative approach is different from what Nascar and NBC have usually done in the past: which was essentially to shoot the spots and supporting creative in advance (partly by anticipating what might happen).
Links:
Nascar
https://www.facebook.com/NASCAR/
https://www.instagram.com/nascar/
77 Ventures
