NASCAR All-Star Race

Solutions: Experiential

Objective

Each year NASCAR hosts an All-Star race featuring the most talented stock car drivers in America. NASCAR was looking for an exciting theme to drive interest and excitement to promote the race over a three-year period. Victory Management Group was retained to create a comprehensive marketing platform to drive ticket sales and the fan experience.

Solution

Victory Management Group created an old Western shootout theme using the most talented and popular NASCAR All-Star drivers. Victory Management Group had two drivers paired off in a dual in an old Western town to create an authentic setting. A thematic integrated marketing campaign encompassed TV ads, social media, public relations and promotions. The campaigned turned out to be one of the most popular marketing campaigns in NASCAR history.