NYC Ogilvy Summer Internship Project 2013: NASCAR
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2013 Summer Internship Project at Ogilvy & Mather in New York City
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NYC Ogilvy Summer Internship Project 2013: NASCAR
- 1. NASCAR TEAM 4:The Pit Crew Ogilvy Summer Internship Project 2013
- 2. Sarika Eric Lisa Mimi Taylor The Glue The NASCAR Fan The Artist The Intellectual The Poet THE PIT CREW Account Management Creative Creative Planner Copywriter
- 3. Sarika Eric Lisa Mimi Taylor The Glue The NASCAR Fan The Artist The Intellectual The Poet THE PIT CREW Account Management Creative Creative Planner Copywriter
- 4. WHAT YOU ASKED USTO DO: Create a digitally-led, integrated NASCAR campaign that appeals to college students
- 5. MANDATORIES Gen-6 cars Activation with NASCAR partners NASCAR drivers Include NASCAR logo
- 8. 100 125 175 150 125 Drive to NASCAR.com
- 10. 100 125 175 150150 Ambassadors of the Sport
- 11. 100 125 175 150
- 13. 100 125 175 150
- 14. 100 125 175 150 200Increase race attendance
- 16. AUDIENCE
- 17. in 3 millennials say the INTERNET is as important as FOOD + WATER1 SOURCE: Cisco Connected WorldTechnology Report
- 18. SOURCE: Barkley,American Millennials: Deciphering the Enigma Generation 149minutes on FACEBOOK PER DAY 60%are CONTENT CREATORS (compared to NON MILLENIALS who make up LESSTHAN 30%) 57% FACEBOOK TWITTER engage with their favorite brands on +
- 22. MOBILE SOCIAL+
- 24. It’s just a bunch of left turns. “ ”
- 25. NASCAR is not for me “ ”
- 26. My friends don’t care about NASCAR “ ”
- 27. “It’s just a bunch of left turns” “It’s impressive how they can endure a 4-hour race” “NASCAR requires so much athleticism” ENGAGE Communicate vitality and complexity of NASCAR “NASCAR isn’t for me” “NASCAR is the largest party on earth-they know how to tailgate.” “NASCAR is loud, fast-paced, and exciting” EXPERIENCE Create an event that reflects a one-of-a-kind experience of NASCAR “My friends don’t care about NASCAR” “NASCAR has such a loyal community.” “The NASCAR community is relevant to my life” SHARE Engage audience on digital platforms where they already are BARRIERS DRIVERS DESIRED RESPONSE STRATEGIES
- 28. “It’s just a bunch of left turns” “It’s impressive how they can endure a 4-hour race” “NASCAR requires so much athleticism” ENGAGE Communicate vitality and complexity of NASCAR “NASCAR isn’t for me” “NASCAR is the largest party on earth-they know how to tailgate.” “NASCAR is loud, fast-paced, and exciting” EXPERIENCE Create an event that reflects a one-of-a-kind experience of NASCAR “My friends don’t care about NASCAR” “NASCAR has such a loyal community.” “The NASCAR community is relevant to my life” SHARE Engage audience on digital platforms where they already are BARRIERS DRIVERS DESIRED RESPONSE STRATEGIES
- 29. “It’s just a bunch of left turns” “It’s impressive how they can endure a 4-hour race” “NASCAR requires so much athleticism” ENGAGE Communicate vitality and complexity of NASCAR “NASCAR isn’t for me” “NASCAR is the largest party on earth-they know how to tailgate.” “NASCAR is loud, fast-paced, and exciting” EXPERIENCE Create an event that reflects a one-of-a-kind experience of NASCAR “My friends don’t care about NASCAR” “NASCAR has such a loyal community.” “The NASCAR community is relevant to my life” SHARE Engage audience on digital platforms where they already are BARRIERS DRIVERS DESIRED RESPONSE STRATEGIES
- 30. “It’s just a bunch of left turns” “It’s impressive how they can endure a 4-hour race” “NASCAR requires so much athleticism” ENGAGE Communicate vitality and complexity of NASCAR “NASCAR isn’t for me” “NASCAR is the largest party on earth-they know how to tailgate.” “NASCAR is loud, fast-paced, and exciting” EXPERIENCE Create an event that reflects a one-of-a-kind experience of NASCAR “My friends don’t care about NASCAR” “NASCAR has such a loyal community.” “The NASCAR community is relevant to my life” SHARE Engage audience on digital platforms where they already are BARRIERS DRIVERS DESIRED RESPONSE STRATEGIES
- 34. NASCAR
- 35. NASCAR UNITE physical and digital experience of
- 37. THE DRIVER
- 38. THE DRIVERS
- 40. Location: LasVegas Main Challenge: UPS Geo-tracking Ending Challenge: 10 lap shootout THE STRUCTURE
- 41. ICONS
- 44. NASCAR-nival
- 45. SCHOOLSRACES Martinsville Texas Kansas Richmond Talladega UNC TCU U. of Kansas U. of Richmond U. of Alabama April 7 April 13 April 21 April 27 May 5
- 46. EVENTS SPONSORS Gen-6 Photo Booth Drive Simulator Shipping Tent Music Station Pit Stop Concessions
- 52. THE DRIVER
- 57. ANALYTICS
- 58. NASCAR.com RACE ATTENDANCE TVVIEWERSHIP Number of unique visitors Time on site Site/domain authority % increase in 18-22 age sales Increase in race day sharing Increase in content sharing % increase in 18-22 age sales # of impressions % increase in positive conversation/sentiment ADVOCACY KPIs
- 59. METRIC OF MEASUREMENT 31,500 STUDENTS
- 60. METRIC OF MEASUREMENT 31,500 STUDENTS 3,150 ATTENDEES
- 61. METRIC OF MEASUREMENT 31,500 STUDENTS 3,150 ATTENDEES 315 ONTHE DIGITAL JOURNEY
- 63. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
- 64. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
- 65. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
- 66. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
- 67. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
- 68. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
- 69. WHY IT WORKS
- 72. THANKYOU
- 74. APPENDIX
- 75. CONTENTS The Driver Outline NASCAR-nival Outline Survey Responses Production Schedule Budget NASCAR.com KPI Social Media Diagnotics Sources
- 76. ICONSRACE-LIFE CHALLENGES SPONSORSSTRUCTURE Location: LasVegas Coaches/Host: Clint Boyer Carl Edwards Travis Pastrana Platform/Time: YouTube/30 minutes 8 episodes Training Practice Pre/post race routines Social/family life Hobbies/interests NASCAR Pit stops and strategy Drafting Car Mechanics Athletic Obstacle course Sports Relays Sponsor UPS Geo-caching GET10 lap challenge Media/Interviews Charity/Outreach Sponsorships Celebrity Opps
- 77. S SCHOOLSRACES EVENTS SPONSORS Martinsville Texas Kansas Richmond Talladega UNC TCU U. of Kansas U. of Richmond U. of Alabama DATES April 7 April 13 April 21 April 27 May 5 Gen-6 Photo Booth Drive Simulator Converse Tent Music Station Pit Stop Concessions NASCAR Xbox and EA Sports Converse Spotify Coors and local Vendors
- 79. PRODUCTION SCHEDULE Build challenges Request sponsors Pitch media partners Begin development of digital Select production team Finalize sponsors Begin filming
- 80. BUDGET Content Digital $850,000 $200,000 Agency Fee $450,000 TOTAL BUDGET $1,500,000 PR/SocialNASCAR platforms YouTube Video production
- 81. NASCAR.com KPIs 1. NASCARThe Driver website 2.Ticket Sales 3. NASCARThe General Website
- 82. SOCIAL MEDIA DIAGNOSTICS 1. Facebook comments + likes on NASCAR page 2.YouTube views 3. Shared content 4. Impressions on external partners