Company: NASCAR, Inc., Charlotte, NC
Company Description: The National Association for Stock Car Auto Racing, Inc. is a family owned and operated business venture that sanctions and governs multiple auto racing sports events. It was founded by Bill France, Sr. in 1947–48.
Nomination Category: Live Event Categories
Nomination Sub Category: Best Consumer Event

Nomination Title: NASCAR After the Lap sponsored by Ford and Coca-Cola

The date on which this nominated production was first presented: August 16, 2013 (Sweepstakes Launch), December 5, 2013 (Event)

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

There’s only one event that gives NASCAR fans a never-before-seen perspective of the sport and its athletes – NASCAR After The Lap (NATL) sponsored by Ford and Coca-Cola – the ultimate driver tell-all event held Dec. 5, 2013 during NASCAR Sprint Cup Champion’s Week in Las Vegas, Nev.

Celebrating its 5th year, NATL brought the top-13 NASCAR Sprint Cup Series drivers onstage in front of a live audience at The Palms Pearl Theatre. The unplugged program brought forth comedy and a personal touch from the drivers.

Event sponsors Ford and Coca-Cola were given a platform to celebrate the fan and drive business sales. All event ticket sales went to support The NASCAR Foundation.

NASCAR spent substantial time outlining a strategic plan of action for this event – new entertainment elements were added: champion car reveal, driver intros, fan questions, Ford/Coke giveaways. Additionally, an extensive marketing, PR and social media plan supported the objectives of NATL and its sponsors. PR outreach consisted of TV, radio, print, online media. Live stream was available via NASCAR.com.

TACTICS

NASCAR launched the event announcement/sweepstakes “BIGGEST. GIVEAWAY. EVER.” on Fri., August 16, 2013, giving fans a chance to win:
• Trip to the 2014 Ford EcoBoost 400
• Trip to the 2014 Coca-Cola 600
• VIP trip to NATL (hotel/ airfare/ $500 cash)
• Chance to win a Ford F150 Tremor

A customized event website www.NASCARafterthelap.com housed ticket sales and the sponsor sweepstakes component.

EXECUTION

2013 NATL theme centered on the top-13 NASCAR drivers’ favorite things to do while not at the track: traveling, hobbies, charity work, etc. Drivers spoke about flared tempers, rivalries, and team chemistry.

The event was hosted by ESPN’s Marty Smith. Both Ford and Coca-Cola received on-stage segments.

An on-site merchandise platform (branded t-shirts, hats, etc.) served as a new fan element for 2013.

SUCCESS

The 2013 edition of NATL boasted our most comprehensive partner sweepstakes ever!

Sweepstakes:
• Total Entries: 416,568
• Unique Entries: 90,158 (68% + from 2012)
• Ford Racing Opt-Ins: 175,170 (66% + from 2012)
• Ford Opt-Ins: 170,113 (70% + from 2012)

Ford has already realized 272 vehicle sales!

Event surpassed all previous social/digital media efforts:
•Facebook: 372,224 impressions, 32,000 unique users
•Twitter: 7,400 clicks
•Unique Site Visitors: 277,446
•Event Viewing: 1,607 fan tickets sold
•Total Online Audience: 23,500 (15,000/NASCAR.com; 8,500/NASCAR YouTube)

Total of 25M Impressions delivered in digital & print alone:
•NASCAR.com – 13,500,000
•Twitter – 865,000
•NASCAR Properties Database - 1,500,000
•Facebook – 7,200,00
•USA Today –1,424,406

“If I were a NASCAR fan that could go to one non-race event, it’d be this one” – NASCAR Driver Carl Edwards

“It gives us a chance to reflect on season, make jokes, and interact with each other.” – NASCAR Driver Greg Biffle

“The NASCAR after the Lap Sweepstakes continues to provide Ford with a great avenue to engage with fans. This sponsorship delivers results to Ford on many levels.” – Tim Duerr, motorsports marketing manager for Ford Racing

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