New NASCAR Campaign Is First Big Digital Media Push, With Twitter, Instagram Focus
Ogilvy & Mather is working for NASCAR on an initiative that "pulls together the NASCAR brand, teams, drivers, fans and sponsors to cheer on their favorite cars and drivers through the use of #whatdriversneed across all their social sites," according to Noreen O'Leary of ADWEEK. Drivers will "also get hashtags," such as Jimmie Johnson’s #what48needs. The campaign's focus "is Twitter and Instagram, with support on NASCAR.com, Facebook, TV, radio and in print." NASCAR VP/Marketing Kim Brink said, "This is our first big digital push, but every year going forward will have a digital focus. We’ve created an ecosystem where everyone is codependent in a good way." The campaign "was a factor in driving digital growth," as after five weeks, NASCAR has "added 25,000 Facebook fans, 20,000 Twitter followers, 46,000 YouTube subscribers and 1,000 Instagram followers." In addition, there have been "3,000 Twitter posts and 10 million impressions." Brink joined NASCAR in '11 from General Motors, where she "got to know top owners and drivers through Chevrolet’s NASCAR brand partnerships." Aside from "creating a more ambitious social and digital strategy, she is looking to elevate drivers’ profiles with help from the likes of ESPN, which is airing spots featuring NASCAR hashtags." Ogilvy and ESPN agency Wieden + Kennedy "coordinated their work" (ADWEEK.com, 11/3).