NASCAR Bucks The Economy, Brings Drivers, Brands and Messages to the Apple…

December 5, 2008 by Joe Favorito · Leave a Comment 

With all the talk of inflation, recession and the economy, even on a day when the Big Three are pleading their case to Congress for help, NASCAR continues on as the leader in the brand activation space.  As they have for several years, the motor sports industry leaders bring drivers, cars and media to New York for their season ending announcements, sponsor meetings and awards, and find every way to again have their biggest assets…their drivers…tell their stories to both ardent followers and casual fans through the media and in person at a series of wide ranging, high energy activities.  Whether it is Jimmie Johnson mugging for the cameras in Central Park or meeting the fans at the Hard Rock Cafe, or Dale Jr. featured again on Yahoo.com, there is never an absence of activity when NASCAR comes to the Apple.  Even with all the media coverage, the brand remains very mindful of the economy and the state of spending and need for more ROI for its partners.  Gone is the traditional lap around Manhattan with the drivers, replaced by more spread out fan-friendly activities…talks about the future spending of the sport and candid assessments for solutions by industry leaders temper enthusiasm, but also show great leadership.  In the current economy, NASCAR was able to use the week to show the media, its fans in the area, and most importantly both Madison Avenue and Wall Street that all invested in Nascar on any level have a group that is looking for answers, but still knows how to activate against the dollars already spent and those currently in play for the future.   The week remained a well messaged, highly active party, while showing fiscal responsibility and temperment needed.

Racing To Find Answers To Economic Issues…

May 25, 2008 by Joe Favorito · Leave a Comment 

As gas prices soar, business looks for ways to use economies of scale and look for even bigger bank for a more limited dollar, brands, teams and athletes have to be more conscious than ever to look ahead for the clouds on the horizon and address the very real concerns of their fans and partners BEFORE they become a major issue.  Now more than ever, being creative and proactive can be most important.  With two mega races this weekend, NASCAR’s Coca Cola 600 in Charlotte and the IRL’s Indianapolis 500, there were a few pieces that showed that proactivty and perhaps some answers to the real concerns of fans and brands that are worth a read.  On the NASCAR front, there have been several pieces in recent days on how the gas crunch is beginning to effect fans attendance and spending patterns, and some of the measures that tracks are taking to help ease that burden, while on the Open wheel side, there was a great piece in the New York Times on Indy driver Sarah Fisher and her real issues when sponsors depart and how her team can compensate.  These pieces show both sides of the economic equation…how the athlete can be effected by the economy and what he/she has to do to address it, and what the league or brand has to do when the fan is being so adversely effected.  Both show insight, give solutions and have the opportunity to spin so that all see the brands are thinking proactively in a looming crisis situation.  Good lessons for all.  Also on the ROI front, the data company Joyce Julius released a solid piece of info this week on which sponsors are getting the most return from spending on drivers with TV exposure, with Dale Jr. leading the way.  Good read for all those who often wonder how to correctly monitize brand exposure through TV. 

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.