NASCAR Goes West was a marketing campaign that I led for two years, promoting the three west coast races early in the NASCAR season.  The campaign allowed me to both produce premium content as well as create social-only near-live content.  The hybrid of very different content types proved to be a huge success for NASCAR.

 

All premium videos were shot, edited and released within 24-hours. The goal was to highlight the cities where NASCAR’s races were taking place.  Additionally, live activations were posted across social media where fans could interact with drivers and influencers directly.

 

NASCAR fans loved it. We knew it was an immediate success because fans would come up to the social influencers at the race to tell them just that, to take selfies, and to get in on the fun. The success went far beyond the millions of video views and even created new NASCAR fans - the influencers and even myself.