Ready. Set. Chase! NASCAR Launches Chase for the NASCAR Sprint Cup Integrated Marketing Campaign
Digital Action Films to Reenact Drama of #TheChase; Fans to Engage in Sport’s Most Social Postseason Ever; Register to Win Vehicles from Chevrolet, Ford and Toyota
DAYTONA BEACH, Fla. (Sept. 13, 2016) –- NASCAR is bringing to life the drama and excitement of The Chase® for fans online and on their mobile devices with Ready. Set. Chase, a new, integrated marketing campaign leading with digital and social media to promote the 2016 Chase for the NASCAR Sprint Cup™.
This year, to complement a robust, multi-platform social media push, NASCAR will engage and entertain fans with a heart-pounding action film series, starring NASCAR Sprint Cup Series™ drivers reenacting the action and intensity of The Chase.
The first digital video in the five-part series debuted today and can be viewed on NASCAR.com/TheChase. Inspired by the iconic chase scenes in classic Hollywood action films, the creative features reigning NASCAR Sprint Cup Series Champion Kyle Busch, on foot and being pursued by his Chase competitors.
An original television spot, titled “The Chase is On,” officially launched Ready. Set. Chase on Saturday during the regular season finale at Richmond International Raceway.
“All season long NASCAR fans have been treated to some incredible racing on the track, but even still there’s nothing quite like The Chase,” said NASCAR Senior Vice President and Chief Marketing Officer Jill Gregory. “Ready. Set. Chase plays off the passion, drama and tension that underscores these next 10 weeks, while creating multiple ways for fans to engage and be part of the fun.”
For the first time, all three NASCAR OEMs are inviting fans to get in on the action by participating in Chase sweepstakes on NASCAR.com. Chevrolet, Ford and Toyota will each award one grand prize winner a new vehicle and VIP trip for two to NASCAR Champion’s Week in Las Vegas in December.
Fans can register for a chance to win a Chevrolet SS, Ford Fusion Sport and Toyota Camry XSE by visiting the Chevrolet, Ford and Toyota sweepstake sites, or after making their weekly picks in the Chase Grid Game on NASCAR.com.
“We’re thrilled to have all three manufacturers activating around Ready. Set. Chase and creating unique content that elevates the overall Chase experience for our loyal and dedicated fans,” said Gregory.
In the Chase Grid Game, fans that correctly pick drivers to advance to each Chase round will be entered for a chance to win real gear from the drivers and race tracks, including firesuits, helmets and sheet metal from the race cars.
NASCAR will promote #TheChase heavily across all platforms during the sport’s most social postseason ever, leveraging Twitter, Vine, Periscope, Facebook, Instagram and Snapchat to engage fans throughout the 10-week Chase for the NASCAR Sprint Cup.
For each round leading up to Championship Weekend, NASCAR will execute unique activations on specific platforms in an effort to highlight its broad and extensive reach across the social media landscape.
Beginning with the Round of 16, NASCAR fans will have access to a custom emoji for anytime they use #TheChase on Twitter. In addition, NASCAR will highlight its presence on Twitter, Vine and Periscope via a continued focus on compelling content and behind-the-scenes experiences.
The Round of 12 will feature a Snapchat Live Story from the October 8 race at Charlotte Motor Speedway, and as The Chase field gets narrowed down to eight, NASCAR will go all in with social storytelling across all platforms, highlighted by innovations on Facebook and Instagram. Facebook Live, Instagram Stories, freelance designers and original production will tell the story of the most epic championship battle in sports.
The Ready. Set. Chase digital films, developed with Ogilvy & Mather New York, will be shot after each Chase round and recreate the on-track highlights as part of dramatic chases.
Last month, Chase drivers began hitting the road for social and traditional media blitzes to promote the Chase for the NASCAR Sprint Cup. Kyle Busch kicked off Chase Across America in Boston and each week different drivers will crisscross the nation to make special appearances and build excitement for The Chase.
NASCAR will crown its 2016 NASCAR Sprint Cup Champion at the Ford Ecoboost 400 at Homestead-Miami Speedway in the fourth and final round of The Chase on Nov. 20 (2:30 p.m. ET, NBC, MRN and SiriusXM NASCAR Radio). Tickets for all Chase events in the NASCAR Sprint Cup Series are available at NASCAR.com/tickets.
The 2016 Chase for the NASCAR Sprint Cup kicks off with the Teenage Mutant Ninja Turtles 400 on Sunday, Sept. 18 at 2:30 p.m. ET. The race will be broadcast live on NBCSN, MRN and SiriusXM NASCAR Radio, with additional coverage on NASCAR.com.
About NASCAR
The National Association for Stock Car Auto Racing, Inc. (NASCAR) is the sanctioning body for the No. 1 form of motorsports in the United States. NASCAR consists of three national series (the NASCAR Sprint Cup Series™, NASCAR XFINITY Series™, and NASCAR Camping World Truck Series™), four regional series, one local grassroots series and three international series. The International Motor Sports Association™ (IMSA®) governs the IMSA WeatherTech SportsCar Championship™, the premier U.S. sports car series. Based in Daytona Beach, Fla., with offices in eight cities across North America, NASCAR sanctions more than 1,200 races in more than 30 U.S. states, Canada, Mexico and Europe. For more information visit http://www.NASCAR.com and http://www.IMSA.com, and follow NASCAR on Facebook, Twitter, Instagram, and Snapchat (‘NASCAR’).
Sources: Pete Stuart/NASCAR Integrated Marketing Communications