NASCAR Auto Club 400
Services
Auto Club Speedway
Sensis worked with the Auto Club Speedway business to develop a fully integrated campaign to drive ticket sales as the agency of record for the NASCAR Auto Club 400. We were responsible for media planning and buying, creative campaign development, TV/radio/print/digital creative production, and collateral development.
Campaign Goals
We aimed to meet the goals of attracting interest in the Auto Club Speedway as a “can’t-miss” event, revitalizing brand awareness in a sport that has experienced greater online competition from a rapidly expanding entertainment market, and driving ticket sales and appeal to multicultural audiences, particularly Hispanics.
We developed a new creative platform for Auto Club 400 based on consumer research positioning the race as the “Fastest Sunday of the Year.”
The media plan Sensis planned and executed featured a unique combination of media vehicles for each of the geographic target areas: Inland Empire, Los Angeles DMA and a 100-mile venue radius around the track. Creative deliverables included television, radio, out-of-home, paid search, display banners, social media, and online video.
Approach
Repositioned race as a cultural event.
Developed a new creative platform for the Auto Club 400 based on consumer research positioning the race as the “Fastest Sunday of the Year.”
Developed a paid media strategy focused on rapid reach build.
Utilized multiple media platforms to deliver higher ROI and reach core fans while also expanding to younger new fans.
