The Great American PR Machine…

February 15, 2008 by Joe Favorito · Leave a Comment 

A month ago we pointed to all the advance activation stories that had begun for NASCAR as they started their run-up to a dual anniversary year…the 60th anniversary of the circuit and the 50th anniversary of “The Great American Race,” this weekend’s Daytona 500.  As we head into the event this week, we wanted to again take a look at the recent activation stories, which provide coverage of every possible angle, with successful placements ranging from the car of tomorrow, to celebrity activation, to tailgating chefs, to the role of religion on race day…all supported by large activation dollars by sponsors beyond those in any other sport on the globe.  All of those elements factor in to make this weekend’s season opener at Daytona a perfect launch point for NASCAR in 2008.  Some of the key pieces for the week leading up included, a USA Today news cover story on Dario Franchitti’s entry into NASCAR and the celebrity status his wife, Ashley Judd brings along (as well as the fully advertiser supported bonus secion in the paper), a New York Times piece on the groups that hold ministry services in the Daytona infield on race day, Stuart Elliot’s NYT piece on online activation, Allen St. John’s Wall St. Journal piece on Dale Earnhardt Jr.’s “car of the future” ,   Mobil One’s return to car sponsorship, a Miami Herald piece on the growth of NASCAR driver personalities, and the cover of this week’s Sports Illustrated, with Dale Jr. laying out on the cover of his Amp Energy-sponsored car (amazing exposure for Amp this week).  A great summary of all the other NASCAR activations can also be found in the Sports Business Daily.  All of the mainstream exposure adds up to a formulated, organized, well planned pitch that strikes well beyond the core NASCAR fan and shows sponsors, television partners and media the true value of well thought-out PR and branding going into such a big weekend.  Great job.