1. M A C K E N Z I E K L I N E
NASCAR Campaign

2. Research
 60% male 40% female
 50% more likely to be registered Republicans
 Typically older, middle class, white audience
 Growing Hispanic fan base
 Less event attendance in recent years

3. Strengths
 NASCAR tickets are relatively cheap
 Events are held in many accessible places
 2nd most watched sport in the US
 Interesting history

4. Strategy
 Highlight NASCAR’s rebellious roots
 Advertise in Spanish
 Use #livefast to connect online
 Create excitement about being at races

5. D O U B L E - S I D E D M A G A Z I N E A D S
Print

6. In the time it took for you to flip this page the race has ended.
Fortunately, it only takes a minute to reserve a ticket. Don’t regret. Don’t
forget.

7. By the time that power line gets fixed the race will be over. At least you still have
time to reserve a ticket. You should be there. Just pick, click, and print at
nascar.com.

8. A U D I E N C E O U T R E A C H
Commercial

9. Copy
 There’s sitting at home watching TV and there’s
feeling the roar of blasting engines. You can see the
action or be a part of it. Drivers put everything on the
line to earn the extra inch. Many have tried and
many have failed. Some will take the leisurely path
and earn nothing, but others who live fast will take
hold of their dreams.

10. #livefast

11. V I R A L R A C E P R A N K
Online Video

12. The “fake”
race tickets.
Two unsuspecting
friends will go from
thinking their day at the
races is ruined to
having the best time of
their lives.
Show us how you
#livefast and buy
tickets for a chance to
win more amazing
prizes.

13. I N S T A G R A M A N D S H O R T H I S T O R Y A D S
Digital Media Platforms

14. nascarlivefast
An instagram account
created to show off the
rich history and most
exciting moments of
NASCAR.
The account uses
#livefast and #nascar to
connect with other
users.

15. Short History Ads
 YouTube “ads” that don’t push a product
 Link to website with all the short stories
 Provide a look into early NASCAR
 Appeal to younger crowd

16. Chapters of the Story
 Chapter 1: Prohibition
 Chapter 2: Evading taxation, beginning to race
 Chapter 3: Setting speed records in Daytona Beach
 Chapter 4: The first race

17. The Story of NASCAR

18. Research Citations
 http://www.lasvegassun.com/news/2012/mar/08/statis
tical-report-offers-beyond--stereotype-look-/
 http://www.huffingtonpost.com/john-dick/nascar-has-
a-republican-k_b_3992677.html
 http://www.nydailynews.com/sports/more-
sports/nascar-woo-hispanic-youthful-fans-new-
campaign-article-1.1047701
 http://www.dkmsm.com/pdf/2010%20NASCAR%20Fan
%20Base%20Demographics.pdf
 http://www.nascar.com/en_us/news-
media/articles/2012/11/01/moonshine-mystique.html