NASCAR: Big Event Strategy
via press release:
STAMFORD, Conn. – June 30, 2015 – In preparation for the launch of its 10-year chapter as the home of NASCAR’s championship run, beginning this 4th of July weekend, NBC Sports Group will employ its “Big Event Strategy” to leverage NBCUniversal’s robust collection of broadcast and cable networks, websites, radio and social media platforms, and additional promotional assets to drive further awareness of the launch.
NBC Sports Group’s cross-channel promotional campaign for NASCAR on NBC will include advertising and editorial support on television, radio, online and on-site, and will include NBC, NBCSN, USA, CNBC, MSNBC, Golf Channel, Syfy, Bravo, E!, Oxygen, Cloo, Chiller, Esquire, The Weather Channel, Comcast Spotlight, and the collection of NBCUniversal television, radio and digital networks.
PROMOTION
Many of NBCUniversal’s high-profile programs and platforms will feature NASCAR related content leading up to the July 4thweekend launch. Shows and platforms include:
TODAY: This morning, TODAY’s Savannah Guthrie, Natalie Morales, Dylan Dreyer, and Tamron Hall participated in a pit-stop tire change contest on the plaza with two-time Daytona 500 winner Dale Earnhardt Jr. and his former crew chief and NBC Sports Group NASCAR analyst Steve Letarte. In addition, Earnhardt Jr. unveiled Nationwide’s new No. 88 car paint scheme for the Coke Zero 400. Click here for a link to the segment.
WEEKEND TODAY: Weekend TODAY’s Kerry Sanders will report live from Daytona on Saturday and Sunday, offering updates from the track.
ACCESS HOLLYWOOD: The show featured a behind-the-scenes video of the filming of Blake Shelton’s NASCAR on NBC Sprint Cup Series open.
CNBC: Earnhardt Jr. and Letarte previewed the upcoming weekend races at Daytona, and discussed Nationwide’s new No. 88 car paint scheme for the Coke Zero 400 and NBC Sports’ return to NASCAR in a segment on CNBC’s Squawk Box this morning.
MSNBC: MSNBC’s Morning Joe will feature a segment with Earnhardt Jr. and Letarte tomorrow morning to discuss NBC Sports’ return to NASCAR.
E! NEWS: The show will feature a segment with Earnhardt Jr. this week, discussing his recent engagement and favorite stops along the NASCAR circuit.
THE DAN PATRICK SHOW: Dan Patrick and his production staff of Paul Pabst, Patrick O’Connor, Andrew Perloff and Todd Fritz, known as The Danettes, will be joined by each weekend’s NASCAR Sprint Cup race winner every Monday at 10:45 a.m. ET throughout the second half of the season and The Chase for the Sprint Cup.
THE WEATHER CHANNEL: On Friday, The Weather Channel’s AMHQ with Sam Champion will preview the weather in Daytona for NBC Sports Group’s NASCAR launch.
NBC SPORTS REGIONAL NETWORKS & NEWSCHANNEL/AFFILIATES: NBC Sports Regional Networks will air interviews and other NASCAR-related content featuring NBC Sports Group’s on-air team throughout the week.
NBC SPORTS RADIO: On Mondays and Fridays, Voices of the Game with Newy Scruggs on NBC Sports Radio features a segment with a member of NBC Sports Group’s broadcast team.
UNIVERSAL THEME PARKS: Universal Studios Hollywood and Universal CityWalk in Los Angeles have been promoting NBC Sports Groups’ NASCAR launch with in-park messaging and by featuring an NBC Sports-produced video on CityWalk’s big outdoor screen along with signage on print billboards throughout the theme parks.
MARKETING
NBC Sports Group has been running promotional spots on television, online, and on radio to let viewers know where they can catch NASCAR’s championship run.
Television
Beginning with NBC Sports Group’s coverage of Super Bowl XLIX, the most-watched TV event in U.S. History, several promotion spots have aired on NBC, NBCSN and the networks of NBC Universal.
Throughout the month of June, NBC Sports’ numerous NASCAR promos aired on NBC, NBCSN, USA, CNBC, MSNBC, Golf Channel, Syfy, Bravo, E!, Oxygen, Cloo, Chiller, Esquire, The Weather Channel and Comcast Spotlight. The spots include NASCAR “Drivers Take It To The Streets” and NASCAR “Big Celebration.” Localized NBC Sports NASCAR spots have been created to run on 200 NBC affiliates across the United States.
In addition, NBC Sports Group pushed out a high-charged spot designed to capture the attention of sports fans, “Get Closer to NASCAR,” and a :60 spot from a long-form video featuring Parks and Recreation star Nick Offerman, “America, Start Your Engines.” In March, NBC Sports and FOX Sports connected in a rare marketing collaboration to promote the sport. Click here for more information.
Online
NASCAR on NBC banner ads will run across many of NBCUniveral’s 20+ digital platforms including, NBC.com, NBCSports.com, GolfChannel.com, Rotoworld.com, CNBC.com, MSNBC.com, Eonline.com, BravoTV.com, Oxygen.com, and TV.Esquire.com. NASCAR on NBC banner ads will also be present on YahooSports.com, through NBC Sports Digital’s partnership with Yahoo Sports.
Social
NBC Sports Social Media is deploying around-the-clock coverage across all of NBC Sports’ social media platforms this week, including Periscope and Facebooks Q&A’s with two-time Daytona 500 winner Dale Earnhardt Jr. Click here for NBC Sports Group’s full social media plan.
On-site
Bumper NARCARS hit the road: NBC Sports Group is launching a national “Bumper NASCAR” tour at races nationwide. Fans can face off pedal-to-metal just like their favorite drivers on a custom track at Fan Zones of races throughout the 2015 season. Daytona International Speedway marks the first stop on the season-long tour, with the Bumper NASCAR activation open to fans as they head to the track for the Subway Firecracker 250 NASCAR XFINITY Series and Coke Zero 400 Powered by Coca-Cola NASCAR Sprint Cup Series races throughout the weekend.
Radio
NBC Sports Group’s NASCAR commercials are running on more than 400 NBC Sports Radio affiliates across the country.
Coverage begins Saturday, July 4th, at 7 p.m. ET with the Subway Firecracker 250 NASCAR XFINITY Series race on NBCSN. On Sunday evening, NBC presents the 57th running of the Coke Zero 400 Powered by Coca-Cola NASCAR Sprint Cup Series race at 7 p.m. ET.
On July 23, 2013, NASCAR and NBC Sports Group reached a comprehensive agreement that grants NBCUniversal exclusive rights to the final 20 NASCAR Sprint Cup Series races, final 19 NASCAR XFINITY Series events, select NASCAR Regional & Touring Series events and other live content, beginning this coming 4th of July weekend from Daytona International Speedway.
With this partnership, NBC’s 20 NASCAR Sprint Cup Series race schedule includes a designation as the exclusive home to the Chase for the NASCAR Sprint Cup, when the elite national series races through its final 10 events of the season. The Chase culminates with the season-ending championship event, which returns to network television in 2015 for the first time since 2009. Of NBC Sports Group’s 20 NASCAR Sprint Cup Series events, seven will be carried on NBC annually, with 13 airing on NBCSN. Four of NBC Sports Group’s 19 NASCAR XFINITY Series races will air on NBC, with 15 airing on NBCSN.
NASCAR AMERICA is NBCSN’s weekday 30-minute news and highlights program dedicated to America’s fascination with speed and stock car racing, and features regular appearances by NBC Sports’ NASCAR experts, as well as a rotation of guest analysts.
