How Nascar Got Quarantined Fans to Tune Into Virtual Races

The persistent marketing move that produced a 40% conversion rate

While live racing was suspended, the eNascar iRacing Pro Invitational Series ran March 22-May 9. NASCAR

When the pandemic forced Nascar to cancel its racing events in March, the association’s marketing team had to figure out an alternative way to ensure fans would still spend (now quarantined) Sundays with the brand, as they normally would via the track or TV. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.