NASCAR Contenders Live

Company: NASCAR, New York, NY
Company Description: The National Association for Stock Car Auto Racing, Inc. (NASCAR) is the sanctioning body for one of North America's premier sports. NASCAR is the No. 1 spectator sport – holding 17 of the top 20 highest attended sporting events in the U.S., and is the No. 2 rated regular-season sport on television. NASCAR races are broadcast in more than 150 countries and in more than 30 languages.
Nomination Category: Live Event Awards Categories
Nomination Sub Category: Best Brand Experience Event

Nomination Title: NASCAR Contenders Live

The date on which this nominated production was first presented:

Wednesday September 12, 2012

Briefly describe the nominated event's objectives and how it met those objectives (up to 525 words):

NASCAR created a first of its kind “fan” event surrounding “The Chase for the Sprint Cup”, the most competitive stretch of the NASCAR season. NASCAR Contenders Live, Presented by Toyota, was built upon one of the biggest moments in the sport – the announcement of the top 12 Chase for the NASCAR Sprint Cup  drivers.

Toyota’s goal was to engage NASCAR fans and build excitement for The Chase by providing access to the top 12 NASCAR drivers. An integrated platform showcased Toyota’s involvement in the sport throughout an entire event cycle regardless if Toyota sponsored drivers qualified in the top 12 or not. Toyota wanted to highlight its “made in the U.S.” product and incorporate a local manufacturing plant in Chicago’s backyard. Since the Chicago region is an important market for Toyota, the event gave Toyota hospitality and branding opportunities.    

NASCAR created an event thematic that would align with the powerful brand identity of The Chase while ensuring Toyota’s brand DNA was integrated within the IP. Targeted media to promote the event and Toyota’s sponsorship was pivotal in generating awareness. This included the #1 rated ABC local morning show in Chicago, at track, radio and digital outlets like NASCAR.com, Facebook and Twitter. NASCAR created a partnership with SPEED to elevate the presence and publicity associated with the event. NASCAR built a multifaceted communications plan to reinforce Toyota’s support and Official Status. Both national and local media were targeted to deliver on the objectives. Coverage included Speed TV,The New York Times, Sports Business Journal, as well as on a local level with the Chicago Tribune, Chicago Sun-Times, and Crain’s Chicago Business Magazine.     
Toyota was authentically integrated throughout the entire platform including key incorporation of Toyota drivers in the social media campaign through Twitter.

Toyota, as the Official Sponsor of NASCAR Contenders Live provided the ultimate sweepstakes prize, a Toyota Camry and the winner attended the event to get the keys to their new Toyota live on stage. An added benefit for Toyota was the opportunity to engage their Chicago region associates through the VIP hospitality area that was created by NASCAR. NASCAR secured Chris Myers, NASCAR on Fox personality to emcee the event and encourage additional energy in the venue with the questions he had for the top 12 drivers. Some of the questions were collected through Toyota’s Facebook page and some questions were asked live by the fans themselves. The dual webcast made available by SPEED and NASCAR.com  captured all the best moments.  
   
The Sweepstakes generated over half a million Toyota Facebook Page Views and received over 205,175 Sweepstakes entries in a six week period. Over 143 total media hits including TV, radio and online were secured reaching 34.5 million people. The event was sold out in its inaugural year. Zero neutral or negative traditional news coverage and over 80 percent of earned media rated “strongly favorable” or better (Source:  Carma International Global Media Analysts).
NASCAR conducted a custom survey to ticket buyers following the NASCAR Contenders Live event. As a true testament of the strong alignment with Official Partner Toyota, 94% of survey respondents could recall Toyota as a sponsor of the event. 

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Key Vendors:

Production: JHE Production Group Inc.
Promotions: NASCAR
Web Development: JHE Production Group Inc.
Sweepstakes: JHE Production Group