NASCAR is wildly popular in many parts of the country. But stock car racing league has some blind spots, demographically-speaking: only 9% of its audience made up of millennials, ages 18 to 34. As any modern marketer knows, that’s a major issue.
To help remedy that problem, NASCAR has engaged Whistle Sports Network to develop a series of digital videos to tie-in to “NASCAR Goes West” series of races in Las Vegas, Phoenix and Fontana, California, running through March 20.
Whistle Sports has a network of more than 300 YouTube channels and aggregated social reach of 140 million across platforms with partners that include big names such as the NFL, the PGA Tour, Major League Baseball, Major League Lacrosse and Sky Broadcasting.
“NASCAR saw some of the work we’ve done recently with brands,” said Nate Gaines, Whistle Sports’ VP of business development. “They said you guys are doing a very good job with that young, engaged, millennial, tech-savvy, mobile-first generation, and we think there’s a way for you to work with us and help tell our story to a younger audience that may not have been exposed to it.”
For its “NASCAR Goes West” initiative, Whistle Sports is pairing digital influencers such as YouTubers Scooter Magruder and Venom Trickshots with drivers including A.J. Allmendinger, Kasey Kahne and Daniel Suarez in humorous clips and sharing them across multiple platforms — — Facebook, Twitter, Instagram, Vine, YouTube and NASCAR.com — as well as doing live Snapchat takeovers.
“What’s so cool about how this platform approach works is you can tease something on Snapchat, it’ll build excitement for it before it winds up on a different platform, and then it winds up someplace else, as well,” said Brian Selander, EVP of Whistle Sports. “From one shoot, you can create five or six different cuts of the same thing on five or six different platforms, which makes tremendous business sense for both the league and the creators, and you get to enjoy it multiple times across multiple places if you’re a fan.”