DAYTONA DAY
When you think of NASCAR, the first race that comes to mind should be the race that started the whole damned thing; The Daytona 500. It is the first major sporting event to follow the Super Bowl, and it kicks off the NASCAR season with the biggest race of the year. But in recent years the audience for NASCR events has been falling, with its core audience aging and younger eyes more eager to view quicker paced content. So the goal was to raise awareness across all channels: on-air, print, social and digital.
The campaign kicked off with the Daytona 500 Hour Countdown, with FOX Sports and NASCAR producing 500 unique pieces of digital content, representing the roughly 500 hours between the start of the big game in Houston and the green flag to start the Daytona 500. FOX Sports and NASCAR released new pieces of digital content consistently throughout the 500 hours, many of which were shared via FOX Sports’ and NASCAR’s social channels, and all of which were housed on the Daytona Day Hub on FOXSports.com.
With 500 hours to go before the Daytona 500, FOX Sports released the Daytona Day anthem promo to kick off the Daytona 500 Hour Countdown, and on hour 491, it added a montage of Richard Petty’s seven Daytona 500 wins.
CREDITS
Client - FOX
Agency - Pereira & O'Dell
Director: Joseph Kahn
Writer - Evan Mathis
Creative Director - Evan Mathis
CREDITS
Client - FOX
Agency - Pereira & O'Dell
Director: Joseph Kahn
Writer - Evan Mathis
Creative Director - Evan Mathis
CREDITS
Client - FOX
Agency - Internal
Director: Evan Mathis
Writer - Evan Mathis
Creative Director - Evan Mathis