NASCAR Playoffs

Second-tier sports like tennis, golf, boxing, and NASCAR certainly have passionate groups of fans, but outside of them, casual interest is pretty low and they’re having a really tough time acquiring new fans. Because we knew hardcore NASCAR fans would already be watching, the only pool we could dip into to boost ratings and engagement was with the causal or new NASCAR fan. But that decision came with a major challenge: how could we get these people to become interested—and actually watch—in the NASCAR playoffs? We felt that the only way to get these fans to tune in would be to give them a real rooting interest in the outcome of the races. Taking our cue from sports docs which dive deeper into athletes’ personalities both on and off the field, we decided to do the same thing for NASCAR and its Playoff drivers. This way, fans could see what’s under the helmet and, through the drivers’ own words and stories, give them something tangible to root for—or against.