Racing is innate to all of us, according to a new ad for Nascar debuting during Sunday's Daytona 500. The spot is part of an integrated marketing campaign for the 2016 season called "Ready. Set. Race," which includes promotions on Twitter and Snapchat.
The ad, "It's in Our Blood" by Ogilvy & Mather New York, mixes shots of Nascar drivers zipping around the track with shots of kids racing their bikes, two women racing each other on treadmills at the gym, office workers racing to the elevator and a TV-watching couple racing for the remote control.
"What comes alive in the spot is how we compete in our daily lives, and how folks compete in the sport of Nascar," said Jill Gregory, Nascar's senior vice president of marketing and industry services. "If you're a casual fan, if you're an avid fan, if you're young or old, the execution was built around the key insight that everybody loves to race."
"We believe that if we can remind people they love the excitement and feeling of racing, they'll turn to the ultimate racing series—Nascar," said Teddy Lynn, chief creative officer, content and social at Ogilvy & Mather North America.
Through Nascar's Twitter promotion, Hashtag 500, fans can watch for special hashtags on Nascar's Twitter account every 20 laps of the Daytona 500 race. The 500th person to tweet each hashtag will receive a piece of memorabilia from the race, such as a helmet, racing gloves or a steering wheel.
Nascar launched its presence on Snapchat before the 2015 season, and this year Snapchat will launch its first Nascar Live Story at the Daytona 500. Fan-submitted videos and photos on race days throughout the season will be curated and packaged by Snapchat into video streams that are available to view on Snapchat for 24 hours.
"We had 4.1 billion social impressions last year, so we wanted to continue to build on that," Gregory said. "Younger fans are engaging through social media, but we also know that our core fans are big social users. Our digital and social-first strategy is a huge step in attracting more fans, and this new campaign will have a broad appeal across many segments of our fan base."