2. Sarika Eric Lisa Mimi Taylor The Glue The NASCAR Fan The
Artist The Intellectual The Poet THE PIT CREW Account Management
Creative Creative Planner Copywriter 3. Sarika Eric Lisa Mimi
Taylor The Glue The NASCAR Fan The Artist The Intellectual The Poet
THE PIT CREW Account Management Creative Creative Planner
Copywriter 4. WHAT YOU ASKED USTO DO: Create a digitally-led,
integrated NASCAR campaign that appeals to college students 5.
MANDATORIES Gen-6 cars Activation with NASCAR partners NASCAR
drivers Include NASCAR logo 6. BUSINESS OBJECTIVES100 125 175 150
7. 100 125 175 150 8. 100 125 175 150 125 Drive to NASCAR.com 9.
100 125 175 150 10. 100 125 175 150150 Ambassadors of the Sport 11.
100 125 175 150 12. 100 125 175 150 175 IncreaseTVViewership 13.
100 125 175 150 14. 100 125 175 150 200Increase race attendance 15.
CHANGE PERCEPTION 16. AUDIENCE 17. in 3 millennials say the
INTERNET is as important as FOOD + WATER1 SOURCE: Cisco Connected
WorldTechnology Report 18. SOURCE: Barkley,American Millennials:
Deciphering the Enigma Generation 149minutes on FACEBOOK PER DAY
60%are CONTENT CREATORS (compared to NON MILLENIALS who make up
LESSTHAN 30%) 57% FACEBOOK TWITTER engage with their favorite
brands on + 19. ORIGINAL GENUINE+ 20. CREATIVE EXPERIENTIAL+ 21.
MOBILE SOCIAL+ 22. VIRTUAL MOVERS SHAKERS+ 23. Its just a bunch of
left turns. 24. NASCAR is not for me 25. My friends dont care about
NASCAR 26. Its just a bunch of left turns Its impressive how they
can endure a 4-hour race NASCAR requires so much athleticism ENGAGE
Communicate vitality and complexity of NASCAR NASCAR isnt for me
NASCAR is the largest party on earth-they know how to tailgate.
NASCAR is loud, fast-paced, and exciting EXPERIENCE Create an event
that reects a one-of-a-kind experience of NASCAR My friends dont
care about NASCAR NASCAR has such a loyal community. The NASCAR
community is relevant to my life SHARE Engage audience on digital
platforms where they already are BARRIERS DRIVERS DESIRED RESPONSE
STRATEGIES 27. Its just a bunch of left turns Its impressive how
they can endure a 4-hour race NASCAR requires so much athleticism
ENGAGE Communicate vitality and complexity of NASCAR NASCAR isnt
for me NASCAR is the largest party on earth-they know how to
tailgate. NASCAR is loud, fast-paced, and exciting EXPERIENCE
Create an event that reects a one-of-a-kind experience of NASCAR My
friends dont care about NASCAR NASCAR has such a loyal community.
The NASCAR community is relevant to my life SHARE Engage audience
on digital platforms where they already are BARRIERS DRIVERS
DESIRED RESPONSE STRATEGIES 28. Its just a bunch of left turns Its
impressive how they can endure a 4-hour race NASCAR requires so
much athleticism ENGAGE Communicate vitality and complexity of
NASCAR NASCAR isnt for me NASCAR is the largest party on earth-they
know how to tailgate. NASCAR is loud, fast-paced, and exciting
EXPERIENCE Create an event that reects a one-of-a-kind experience
of NASCAR My friends dont care about NASCAR NASCAR has such a loyal
community. The NASCAR community is relevant to my life SHARE Engage
audience on digital platforms where they already are BARRIERS
DRIVERS DESIRED RESPONSE STRATEGIES 29. Its just a bunch of left
turns Its impressive how they can endure a 4-hour race NASCAR
requires so much athleticism ENGAGE Communicate vitality and
complexity of NASCAR NASCAR isnt for me NASCAR is the largest party
on earth-they know how to tailgate. NASCAR is loud, fast-paced, and
exciting EXPERIENCE Create an event that reects a one-of-a-kind
experience of NASCAR My friends dont care about NASCAR NASCAR has
such a loyal community. The NASCAR community is relevant to my life
SHARE Engage audience on digital platforms where they already are
BARRIERS DRIVERS DESIRED RESPONSE STRATEGIES 30. SHARE EXPERIENCE
ENGAGE 31. SHARE EXPERIENCE ENGAGE 32. SHARE EXPERIENCE ENGAGE 33.
NASCAR 34. NASCAR UNITE physical and digital experience of 35.
SHARE EXPERIENCE ENGAGE 36. THE DRIVER 37. THE DRIVERS 38. Travis
Pastrana THE HOST THE COACHES Carl Edwards Clint Bowyer 39.
Location: LasVegas Main Challenge: UPS Geo-tracking Ending
Challenge: 10 lap shootout THE STRUCTURE 40. ICONS 41. THE WINNER
Alex Bowman ICON 42. SHARE EXPERIENCE ENGAGE 43. NASCAR-nival 44.
SCHOOLSRACES Martinsville Texas Kansas Richmond Talladega UNC TCU
U. of Kansas U. of Richmond U. of Alabama April 7 April 13 April 21
April 27 May 5 45. EVENTS SPONSORS Gen-6 Photo Booth Drive
Simulator Shipping Tent Music Station Pit Stop Concessions 46.
CONTENT PARTNERSHIPS 47. SHARE EXPERIENCE ENGAGE 48. THE DRIVER 49.
FURTHER ENGAGEMENT OPPORTUNITIES Ragu Activation 50. FURTHER
ENGAGEMENT OPPORTUNITIES Activation 51. ANALYTICS 52. NASCAR.com
RACE ATTENDANCE TVVIEWERSHIP Number of unique visitors Time on site
Site/domain authority % increase in 18-22 age sales Increase in
race day sharing Increase in content sharing % increase in 18-22
age sales # of impressions % increase in positive
conversation/sentiment ADVOCACY KPIs 53. METRIC OF MEASUREMENT
31,500 STUDENTS 54. METRIC OF MEASUREMENT 31,500 STUDENTS 3,150
ATTENDEES 55. METRIC OF MEASUREMENT 31,500 STUDENTS 3,150 ATTENDEES
315 ONTHE DIGITAL JOURNEY 56. BUDGET 30% 13% 57% CONTENT DIGITAL
AGENCY FEE 57. WHAT WEVE DONE Gen-6 cars Drive to NASCAR.com
Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
58. WHAT WEVE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of
the sport Multiple NASCAR partners NASCAR drivers 59. WHAT WEVE
DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport
Multiple NASCAR partners NASCAR drivers 60. WHAT WEVE DONE Gen-6
cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR
partners NASCAR drivers 61. WHAT WEVE DONE Gen-6 cars Drive to
NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR
drivers 62. WHAT WEVE DONE Gen-6 cars Drive to NASCAR.com
Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
63. WHY IT WORKS 64. SHARE EXPERIENCE ENGAGE 65. SHARE EXPERIENCE
ENGAGE 66. THANKYOU 67. SHARE EXPERIENCE ENGAGE 68. APPENDIX 69.
CONTENTS The Driver Outline NASCAR-nival Outline Survey Responses
Production Schedule Budget NASCAR.com KPI Social Media Diagnotics
Sources 70. ICONSRACE-LIFE CHALLENGES SPONSORSSTRUCTURE Location:
LasVegas Coaches/Host: Clint Boyer Carl Edwards Travis Pastrana
Platform/Time: YouTube/30 minutes 8 episodes Training Practice
Pre/post race routines Social/family life Hobbies/interests NASCAR
Pit stops and strategy Drafting Car Mechanics Athletic Obstacle
course Sports Relays Sponsor UPS Geo-caching GET10 lap challenge
Media/Interviews Charity/Outreach Sponsorships Celebrity Opps 71. S
SCHOOLSRACES EVENTS SPONSORS Martinsville Texas Kansas Richmond
Talladega UNC TCU U. of Kansas U. of Richmond U. of Alabama DATES
April 7 April 13 April 21 April 27 May 5 Gen-6 Photo Booth Drive
Simulator Converse Tent Music Station Pit Stop Concessions NASCAR
Xbox and EA Sports Converse Spotify Coors and local Vendors 72.
PRODUCTION SCHEDULE Build challenges Request sponsors Pitch media
partners Begin development of digital Select production team
Finalize sponsors Begin lming 73. BUDGET Content Digital $850,000
$200,000 Agency Fee $450,000 TOTAL BUDGET $1,500,000
PR/SocialNASCAR platforms YouTube Video production 74. NASCAR.com
KPIs 1. NASCARThe Driver website 2.Ticket Sales 3. NASCARThe
General Website 75. SOCIAL MEDIA DIAGNOSTICS 1. Facebook comments +
likes on NASCAR page 2.YouTube views 3. Shared content 4.
Impressions on external partners 76. SOURCES
http://www.pewsocialtrends.org/files/2010/10/millennials-confident-connected-open-to-change.pdf
http://www.innovators-group.com/research/2011-2012-report-on-media-consumption-behavior-of-college-students/
http://visual.ly/omg-getting-inside-millennial-mind
http://www.forbes.com/sites/jenniferrooney/2013/05/15/millennials-vs-50-the-brands-they-love/
http://adage.com/article/adagestat/favorite-athletes-brands-boomers-millennials/228873/
http://www.imediaconnection.com/content/34036.asp
http://www.slideshare.net/thesound/millennials-vs-genx
http://www.theEiscaltimes.com/Media/Slideshow/2013/07/05/13-Brands-Millennials-Like-Best.aspx?index=8
http://www.theEiscaltimes.com/Media/Slideshow/2012/05/15/The-Hottest-Brands-AmongMillennials.aspx?index=6
http://mashable.com/2012/06/28/millennials-work-jobs/
