Best Events Online Campaign

The goal of the banner campaign is to convince avid NASCAR fans to purchase tickets to the Las Vegas Motor Speedway Sprint Cup Weekend because it’s the ultimate competitive racing experience with exciting bumper-to-bumper action featuring well-known racers as well as new aspiring drivers. We want to encourage fans to “Put the Pedal to the Medal” and experience all the excitement at the Las Vegas Motor Speedway Sprint Cup Weekend. The audience for the campaign is avid NASCAR fans who plan on purchasing tickets to the Sprint Cup Weekend to attend with their family and friends. NASCAR is a competitive, side-side racing experience. It’s seen as a sport that has traditional values, where fans have a real sense of belonging, it’s not just a sport, it’s a lifestyle. A survey of last year’s event showed that 95% of attendees came solely for the event and 75% are likely to attend next year’s event. In addition, 55% of attendees learned of the event by word of mouth (24% more than second place Internet) and 60% of attendees are between 30 and 49 years.

Contributors:

Account Executive:	Shane Kelly
Interactive Designer:	Ting Zhi
Copywriter:	Keith Buffo
Web Development Specialist:	Patrick St. Onge

OVERDRIVE INTERACTIVE

Location: USA