For those of you who follow me via twitter - you have probably noted that my team and I are working on a NASCAR project with a Serise sponsor Nationwide Insurance. Over the next few months I will be reporting the nuances of developing our 2009 campaign that will be launched at the Daytona 500. So far there has been incredible insights developed while immersing ourselves in the the habits and trends happening in the NASCAR tribe. This tribe is 75 million strong.
The NASCAR Nationwide Serise is promoted as NASCAR's "minor league" circuit (it is often compared to Triple-A baseball), and is a proving ground for drivers who wish to step up to the organization's "big league" circuit, the Sprint Cup. Nationwide Series races are frequently held in the same venue as, and a day prior to, the Sprint Cup race scheduled for that weekend, encouraging fans to attend both events.
The series was previously called the NASCAR Busch Series. In December 2006, NASCAR officials confirmed that Anheuser-Busch, parent company for Busch Beer, would not renew its sponsorship of NASCAR's No. 2 series after the end of the 2007 Season. On October 3, 2007, it was announced Nationwide Insurance would become the title sponsor beginning with the 2008 season.
While developing our campaign we have studied success stories. One of those success stories is the Sprint and their sponsorship of the Sunday race. Their campaign Speed is Beautiful has stretched the results of their sponsorship. Here is the creative that continues to drive results for the Sprint brand.