Challenge
NASCAR had several intractable problems: 1. Their avg. fan was 55. yrs old. Their relevance to youth and families was unclear. This limited their options of sponsors and channels. 2. They had no control over fan engagement at the privately-owned tracks 3. They had little influence over the messaging from teams/drivers 4. Localizing their marketing for local tracks/races was unsustainable
Solution
We created more than a marketing solution, we created NASCAR'S youth I.P - Acceleration Nation - mashing up the relevant values of NASCAR with the cultural currency of S.T.E.M. Creating every aspect of the program from branding, to in-school, to content and more. - The Program - We created an in-school program that gave brands unique, previously un-allowable access, while NASCAR enjoyed local marketing efforts entirely funded by brands. - The Tracks: Our customizable track books allowed NASCAR, for the first time, to impact and enhance the quality of family engagement at the track. - The Digital Hub: Our digital platform housed 3 key elements - 1. A Rewards program, with badges and collectible digital helmets, that incentivized fan participation within all sectors of the NASCAR ecosystem. 2. Irreverent, engaging content enlisting and leveraging the accessible and charismatic drivers. 3. Games celebrating the various dynamics of racing, making them relevant and digestible. - The Sponsors: Sponsors realized a new reason to partner with NASCAR, and enjoyed new avenues of national and local access. - The Media: We now had a cause-related, community interest story that invigorated the media's interest and constituents’ good-will.
Results
- Since its launch, 6.3 million kid have engaged in the program - at track, in-school, an on-line. - NASCAR Acceleration Nation became the #1 requested in-school program in the country. - Since its launch, over 350k teachers have used the program.
Flint and Steel
We are a full service agency that delivers transformative growth for our clients in two ways. 1. Our foundational global study arms our clients with a forensic understanding of enthusiasts' behavior - allowing us to spark the most durable, business growing behavior. 2. Our solutions are hardwired to act as annuities, guaranteeing...
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