Silver: Best Use of Content Marketing 2015

  • Campaign: NASCAR with Dad
  • Brand: NASCAR
  • Agency: NASCAR

Given how many star families NASCAR has produced—the Frances, the Pettys, the Earnhardts, the Jarretts—it’s surprising that the auto racing association never sponsored a Father’s Day promotional campaign until 2014. It made up for lost time, though, with a four-week campaign that encouraged fans to share memories of time spent enjoying NASCAR with their dads by offering the chance to win a Goodyear Blimp ride during the Ford Championship Weekend at Homestead-Miami Speedway and other prizes.

A custom microsite served as the online portal for entering the sweepstakes. As well as entering the contest, site visitors could post photos of themselves with their fathers (not necessarily at NASCAR events) and share them, with the hashtag #NASCARwithDad, on Facebook and Twitter. NASCAR produced several videos, including a profile of the Jarrett racing family, that it posted on the microsite as well as on YouTube and other social media. The videos were also played on Sprint Vision at NASCAR races. NASCAR’s partners in the campaign, Goodyear, Ford, and 3M, promoted the campaign via their social media as well, as did individual drivers.

The promoted driver tweets, in fact, generated the strongest engagement, with Joey Logano’s engagement rate hitting 8.91%. Overall engagement was far from shabby, however, with a platform engagement rate of 3.4%, roughly 1.5 times higher than the average for the sports industry as a whole. The videos generated more than 129,500 views on the microsite alone, and more than 159,000 fans entered the sweepstakes. More than 19,000 people opted in to receive more information from Goodyear as a result of the campaign, and Ford tracked 400 vehicle sales to the promotion.