2. Sarika Eric Lisa Mimi Taylor
The Glue The NASCAR Fan The Artist The Intellectual The Poet
THE PIT CREW
Account Management Creative Creative Planner Copywriter
3. Sarika Eric Lisa Mimi Taylor
The Glue The NASCAR Fan The Artist The Intellectual The Poet
THE PIT CREW
Account Management Creative Creative Planner Copywriter
4. WHAT YOU ASKED USTO DO:
Create a digitally-led, integrated NASCAR
campaign that appeals to college students
17. in 3 millennials say the INTERNET is as important as FOOD + WATER1
SOURCE: Cisco Connected WorldTechnology Report
18. SOURCE: Barkley,American Millennials: Deciphering the Enigma Generation
149minutes on
FACEBOOK
PER DAY
60%are
CONTENT
CREATORS
(compared to NON MILLENIALS
who make up LESSTHAN 30%)
57%
FACEBOOK
TWITTER
engage with their favorite brands on
+
27. “It’s just a bunch of left turns”
“It’s impressive how they can
endure a 4-hour race”
“NASCAR requires so much
athleticism”
ENGAGE
Communicate vitality and
complexity of NASCAR
“NASCAR isn’t for me”
“NASCAR is the largest party
on earth-they know how to
tailgate.”
“NASCAR is loud, fast-paced, and
exciting”
EXPERIENCE
Create an event that
reflects a one-of-a-kind
experience of NASCAR
“My friends don’t care about
NASCAR”
“NASCAR has such a loyal
community.”
“The NASCAR community is
relevant to my life”
SHARE
Engage audience on digital
platforms where they
already are
BARRIERS DRIVERS DESIRED RESPONSE STRATEGIES
28. “It’s just a bunch of left turns”
“It’s impressive how they can
endure a 4-hour race”
“NASCAR requires so much
athleticism”
ENGAGE
Communicate vitality and
complexity of NASCAR
“NASCAR isn’t for me”
“NASCAR is the largest party
on earth-they know how to
tailgate.”
“NASCAR is loud, fast-paced, and
exciting”
EXPERIENCE
Create an event that
reflects a one-of-a-kind
experience of NASCAR
“My friends don’t care about
NASCAR”
“NASCAR has such a loyal
community.”
“The NASCAR community is
relevant to my life”
SHARE
Engage audience on digital
platforms where they
already are
BARRIERS DRIVERS DESIRED RESPONSE STRATEGIES
29. “It’s just a bunch of left turns”
“It’s impressive how they can
endure a 4-hour race”
“NASCAR requires so much
athleticism”
ENGAGE
Communicate vitality and
complexity of NASCAR
“NASCAR isn’t for me”
“NASCAR is the largest party
on earth-they know how to
tailgate.”
“NASCAR is loud, fast-paced, and
exciting”
EXPERIENCE
Create an event that
reflects a one-of-a-kind
experience of NASCAR
“My friends don’t care about
NASCAR”
“NASCAR has such a loyal
community.”
“The NASCAR community is
relevant to my life”
SHARE
Engage audience on digital
platforms where they
already are
BARRIERS DRIVERS DESIRED RESPONSE STRATEGIES
30. “It’s just a bunch of left turns”
“It’s impressive how they can
endure a 4-hour race”
“NASCAR requires so much
athleticism”
ENGAGE
Communicate vitality and
complexity of NASCAR
“NASCAR isn’t for me”
“NASCAR is the largest party
on earth-they know how to
tailgate.”
“NASCAR is loud, fast-paced, and
exciting”
EXPERIENCE
Create an event that
reflects a one-of-a-kind
experience of NASCAR
“My friends don’t care about
NASCAR”
“NASCAR has such a loyal
community.”
“The NASCAR community is
relevant to my life”
SHARE
Engage audience on digital
platforms where they
already are
BARRIERS DRIVERS DESIRED RESPONSE STRATEGIES
58. NASCAR.com RACE ATTENDANCE TVVIEWERSHIP
Number of unique visitors
Time on site
Site/domain authority
% increase in 18-22 age sales
Increase in race day sharing
Increase in content sharing
% increase in 18-22 age sales # of impressions
% increase in positive
conversation/sentiment
ADVOCACY
KPIs