Menu
Marketing and Sponsorship

Data Shows Toyota Car Promotions At NASCAR Races Paying Off For The Brand At Dealerships

NASCAR fans at the Daytona 500 last month who interacted with Toyota's experiential promotion of its '18 Camry were "more likely to visit one of the brand’s dealerships," according to data from analytics platform Ubermedia cited by David Kaplan of GEOMARKETING.com. UberMedia "used its mobile location data analysis to look into the effect that Toyota’s Nascar participation ... has had on influencing people to visit actual dealerships" during the '15 and '16 season. While a win for a Ford or Chevrolet brand also "boosted respective dealership visits," UberMedia data showed that Toyota "appeared to benefit significantly more from its victories when compared to its rivals." Mobile device owners in attendance at a race where a Toyota Camry won were also "more likely to be observed at a Toyota dealership in the 30 days after the race." While it "wasn’t clear to UberMedia whether other factors aside from winning -- such as larger promotions or specific ad targeting to NASCAR audience segments -- likely spurred dealership visits to Toyota at a higher rate" (GEOMARKETING.com, 3/22).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2017/03/24/Marketing-and-Sponsorship/NASCAR-Toyota.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2017/03/24/Marketing-and-Sponsorship/NASCAR-Toyota.aspx

CLOSE