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best-loyalty-or-retention-campaign

The Chase

Agency: Ogilvy New York    •    Client: NASCAR    •    Category: Best Loyalty or Retention Campaign    •    Award: Bronze Award

The Chase is NASCAR’s most competitive series, and format changes, along with the introduction of the Grid (NASCAR’s bracket), have made their playoffs more competitive. It’s complicated and longer than other sports: 16 drivers compete for 10 weeks, in 10 races with 3 elimination rounds. Unlike other sports that peak during playoffs, NASCAR has historically seen a decline in engagement and ratings. NASCAR needed to drive engagement of the playoffs amongst new and existing fans

Campaign Objective

It was imperative that the work be relevant to our target audience with high entertainment value to break through the clutter. We tapped into the universal insight that everyone loves to race at heart and re-imagined a new way to portray the intensity of The Chase through a series of action films. Our social films starred the NASCAR drivers (portrayed by stunt doubles) reenacting the events of The Chase in a set of epic foot chases. We took the idea of a traditional highlight film and flipped it to make racing even more exciting. These action-packed films brought the story of The Chase to life and left fans hooked and wanting more. Some fans even claimed it was more exciting than the actual racing. The end of each film encouraged viewers to visit nascar.com/thechase to make their Grid predictions for the chance to win amazing prizes.

Target Audience: B2C Campaign
Our social films starred the NASCAR drivers (portrayed by stunt doubles) reenacting the events of The Chase in a set of epic foot chases. We took the idea of a traditional highlight film and flipped it to make racing even more exciting. These action-packed films brought the story of The Chase to life and left fans hooked and wanting more each week.

The Execution

The NASCAR Chase films ran on NASCAR’s social channels (Facebook, Twitter, Instagram, YouTube) as well drivers, teams, sponsor and tracks social channels. Five films were released, including a teaser, over the duration of 10 weeks (September-November 2016). Each film was 2-3 minutes and released after each round of The Chase recapping the major highlights of that round. We released a final victory film showcasing the Champion of The Chase playoffs. We shot four separate versions of the victory film with the four drivers remaining in the final round so that we could air the final film with the winner in real-time. The victory film aired immediately following the championship race. We also optimized the long form films for TV and short social gifs and trailers to stoke excitement and get fans to watch the films.

The Stats

Our social films starred the NASCAR drivers (portrayed by stunt doubles) reenacting the events of The Chase in a set of epic foot chases. We took the idea of a traditional highlight film and flipped it to make racing even more exciting. And it worked. Fans loved how accurately and obsessively we re-created every twist on the track. To make the films relevant and topical we shot and edited each film after the final race of each round (in some cases 12 hours later) and aired it a few days later before the next round began. This required us to look at a new and more nimble production model as a way of producing content in real-time. So when Brad Keselowski lost an engine at Talladega, he was eaten by a bear in our wilderness scene. Matt Kenseth’s dramatic elimination in Phoenix became an epic jetski wipeout in open water. And Jimmie Johnson’s 7th NASCAR championship win in Miami became a fearless leap off the roof of a beachside hotel into the pool below. These action-packed films brought the story of The Chase to life and left fans hooked and wanting more each week.

The Results

NASCAR’s films actively engaged avid and casual fans in a daring new way, with carefully crafted cliffhanger endings that kept fans coming back for more. Superfans loved how accurately and obsessively we re-created every twist on the track, while others loved seeing their favorite drivers in a whole new light. The end of each film encouraged viewers to make their Grid predictions online for the chance to win amazing prizes like fire suits, helmets, and signed checkered flags. The Chase social films set an unprecedented engagement rate for NASCAR and reached a younger, more diverse audience than any Chase before. The use of social platforms (Facebook, Twitter, Instagram) helped spread the social videos at lightening speed and allowed NASCAR fans to comment, like, and share in real time.

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