As we near Daytona and the start of NASCAR 2010, it is good to see the brand is again looking for more ways to engage the brand, the consumer and grow relevance among the casual fan. The latest offering is a program launching i. thiusands of movie screens across North America, the first of a series of “short” videos that will promote ties to brands, drive personalities of the drivers and hopefully grow interest among those who may not be yet on the NASCAR bandwagon and now may tune in or log on to catch more of the excitement.? Now it is not unusual for brands, or even sports brands, to reach out to engage the movie goer. The New York Liberty for example, used the screens of Cablevision's Clearview Cinemas to promote ticket availability and awareness, and the Women's World Cup had a similar program to drive awareness.. NASCAR's IMAX experience, as well as others shot in large screen format, have also tried to draw feans of cinema to a unique aspect of sport. What is different here is that the videos are more of a long-term awareness push rather than a call to action for just a race, or a ticket buying experience or a tune-in. It gives the brands featured, each worked carefully into the short, great ROI with a new audience, and also offers great opprtunity to use the shorts virally as well. In a time when brands need that ROI and NASCAR, like all sports, is battling for the casual fan and the discretionary dollar, the reach to theaters looks like a very clean, snart approach and if it works will be copied. Star. your engines fans.
