NASCAR is unlike any other sport on the planet. It’s got its own history, heroes, rituals, rivalries. But as popular as NASCAR is, it had an attendance problem.
Data suggested that most NASCAR fans had never actually attended a race in person, opting to watch the sport at home. But by doing so, these fans and potential new fans, were missing out on so many of the things that make the sport unique. We wanted to increase viewership but also attendance at local, community tracks. That meant moving fans from the couch into the stands.
Agency: Ogilvy / ECD: Terry Finlay / CD: Rich Wallace / Art Director: Dave Marino / Copywriter: Gavin Breyer
