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.
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.