NYC Ogilvy Summer Internship Project 2013: NASCAR

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2013 Summer Internship Project at Ogilvy & Mather in New York City

2013 Summer Internship Project at Ogilvy & Mather in New York City

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  • 1. NASCAR TEAM 4:The Pit Crew Ogilvy Summer Internship Project 2013
  • 2. Sarika Eric Lisa Mimi Taylor The Glue The NASCAR Fan The Artist The Intellectual The Poet THE PIT CREW Account Management Creative Creative Planner Copywriter
  • 3. Sarika Eric Lisa Mimi Taylor The Glue The NASCAR Fan The Artist The Intellectual The Poet THE PIT CREW Account Management Creative Creative Planner Copywriter
  • 4. WHAT YOU ASKED USTO DO: Create a digitally-led, integrated NASCAR campaign that appeals to college students
  • 5. MANDATORIES Gen-6 cars Activation with NASCAR partners NASCAR drivers Include NASCAR logo
  • 6. BUSINESS OBJECTIVES100 125 175 150
  • 7. 100 125 175 150
  • 8. 100 125 175 150 125 Drive to NASCAR.com
  • 9. 100 125 175 150
  • 10. 100 125 175 150150 Ambassadors of the Sport
  • 11. 100 125 175 150
  • 12. 100 125 175 150 175 IncreaseTVViewership
  • 13. 100 125 175 150
  • 14. 100 125 175 150 200Increase race attendance
  • 15. CHANGE PERCEPTION
  • 16. AUDIENCE
  • 17. in 3 millennials say the INTERNET is as important as FOOD + WATER1 SOURCE: Cisco Connected WorldTechnology Report
  • 18. SOURCE: Barkley,American Millennials: Deciphering the Enigma Generation 149minutes on FACEBOOK PER DAY 60%are CONTENT CREATORS (compared to NON MILLENIALS who make up LESSTHAN 30%) 57% FACEBOOK TWITTER engage with their favorite brands on +
  • 19. ORIGINAL GENUINE+
  • 20. CREATIVE EXPERIENTIAL+
  • 21. MOBILE SOCIAL+
  • 22. VIRTUAL MOVERS SHAKERS+
  • 23. It’s just a bunch of left turns. “ ”
  • 24. NASCAR is not for me “ ”
  • 25. My friends don’t care about NASCAR “ ”
  • 26. “It’s just a bunch of left turns” “It’s impressive how they can endure a 4-hour race” “NASCAR requires so much athleticism” ENGAGE Communicate vitality and complexity of NASCAR “NASCAR isn’t for me” “NASCAR is the largest party on earth-they know how to tailgate.” “NASCAR is loud, fast-paced, and exciting” EXPERIENCE Create an event that reflects a one-of-a-kind experience of NASCAR “My friends don’t care about NASCAR” “NASCAR has such a loyal community.” “The NASCAR community is relevant to my life” SHARE Engage audience on digital platforms where they already are BARRIERS DRIVERS DESIRED RESPONSE STRATEGIES
  • 27. “It’s just a bunch of left turns” “It’s impressive how they can endure a 4-hour race” “NASCAR requires so much athleticism” ENGAGE Communicate vitality and complexity of NASCAR “NASCAR isn’t for me” “NASCAR is the largest party on earth-they know how to tailgate.” “NASCAR is loud, fast-paced, and exciting” EXPERIENCE Create an event that reflects a one-of-a-kind experience of NASCAR “My friends don’t care about NASCAR” “NASCAR has such a loyal community.” “The NASCAR community is relevant to my life” SHARE Engage audience on digital platforms where they already are BARRIERS DRIVERS DESIRED RESPONSE STRATEGIES
  • 28. “It’s just a bunch of left turns” “It’s impressive how they can endure a 4-hour race” “NASCAR requires so much athleticism” ENGAGE Communicate vitality and complexity of NASCAR “NASCAR isn’t for me” “NASCAR is the largest party on earth-they know how to tailgate.” “NASCAR is loud, fast-paced, and exciting” EXPERIENCE Create an event that reflects a one-of-a-kind experience of NASCAR “My friends don’t care about NASCAR” “NASCAR has such a loyal community.” “The NASCAR community is relevant to my life” SHARE Engage audience on digital platforms where they already are BARRIERS DRIVERS DESIRED RESPONSE STRATEGIES
  • 29. “It’s just a bunch of left turns” “It’s impressive how they can endure a 4-hour race” “NASCAR requires so much athleticism” ENGAGE Communicate vitality and complexity of NASCAR “NASCAR isn’t for me” “NASCAR is the largest party on earth-they know how to tailgate.” “NASCAR is loud, fast-paced, and exciting” EXPERIENCE Create an event that reflects a one-of-a-kind experience of NASCAR “My friends don’t care about NASCAR” “NASCAR has such a loyal community.” “The NASCAR community is relevant to my life” SHARE Engage audience on digital platforms where they already are BARRIERS DRIVERS DESIRED RESPONSE STRATEGIES
  • 30. SHARE EXPERIENCE ENGAGE
  • 31. SHARE EXPERIENCE ENGAGE
  • 32. SHARE EXPERIENCE ENGAGE
  • 33. NASCAR
  • 34. NASCAR UNITE physical and digital experience of
  • 35. SHARE EXPERIENCE ENGAGE
  • 36. THE DRIVER
  • 37. THE DRIVERS
  • 38. Travis Pastrana THE HOST THE COACHES Carl Edwards Clint Bowyer
  • 39. Location: LasVegas Main Challenge: UPS Geo-tracking Ending Challenge: 10 lap shootout THE STRUCTURE
  • 40. ICONS
  • 41. THE WINNER Alex Bowman ICON
  • 42. SHARE EXPERIENCE ENGAGE
  • 43. NASCAR-nival
  • 44. SCHOOLSRACES Martinsville Texas Kansas Richmond Talladega UNC TCU U. of Kansas U. of Richmond U. of Alabama April 7 April 13 April 21 April 27 May 5
  • 45. EVENTS SPONSORS Gen-6 Photo Booth Drive Simulator Shipping Tent Music Station Pit Stop Concessions
  • 46. CONTENT PARTNERSHIPS
  • 47. SHARE EXPERIENCE ENGAGE
  • 48. THE DRIVER
  • 49. FURTHER ENGAGEMENT OPPORTUNITIES Ragu Activation
  • 50. FURTHER ENGAGEMENT OPPORTUNITIES Activation
  • 51. ANALYTICS
  • 52. NASCAR.com RACE ATTENDANCE TVVIEWERSHIP Number of unique visitors Time on site Site/domain authority % increase in 18-22 age sales Increase in race day sharing Increase in content sharing % increase in 18-22 age sales # of impressions % increase in positive conversation/sentiment ADVOCACY KPIs
  • 53. METRIC OF MEASUREMENT 31,500 STUDENTS
  • 54. METRIC OF MEASUREMENT 31,500 STUDENTS 3,150 ATTENDEES
  • 55. METRIC OF MEASUREMENT 31,500 STUDENTS 3,150 ATTENDEES 315 ONTHE DIGITAL JOURNEY
  • 56. BUDGET 30% 13% 57% CONTENT DIGITAL AGENCY FEE
  • 57. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
  • 58. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
  • 59. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
  • 60. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
  • 61. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
  • 62. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
  • 63. WHY IT WORKS
  • 64. SHARE EXPERIENCE ENGAGE
  • 65. SHARE EXPERIENCE ENGAGE
  • 66. THANKYOU
  • 67. SHARE EXPERIENCE ENGAGE
  • 68. APPENDIX
  • 69. CONTENTS The Driver Outline NASCAR-nival Outline Survey Responses Production Schedule Budget NASCAR.com KPI Social Media Diagnotics Sources
  • 70. ICONSRACE-LIFE CHALLENGES SPONSORSSTRUCTURE Location: LasVegas Coaches/Host: Clint Boyer Carl Edwards Travis Pastrana Platform/Time: YouTube/30 minutes 8 episodes Training Practice Pre/post race routines Social/family life Hobbies/interests NASCAR Pit stops and strategy Drafting Car Mechanics Athletic Obstacle course Sports Relays Sponsor UPS Geo-caching GET10 lap challenge Media/Interviews Charity/Outreach Sponsorships Celebrity Opps
  • 71. S SCHOOLSRACES EVENTS SPONSORS Martinsville Texas Kansas Richmond Talladega UNC TCU U. of Kansas U. of Richmond U. of Alabama DATES April 7 April 13 April 21 April 27 May 5 Gen-6 Photo Booth Drive Simulator Converse Tent Music Station Pit Stop Concessions NASCAR Xbox and EA Sports Converse Spotify Coors and local Vendors
  • 72. PRODUCTION SCHEDULE Build challenges Request sponsors Pitch media partners Begin development of digital Select production team Finalize sponsors Begin filming
  • 73. BUDGET Content Digital $850,000 $200,000 Agency Fee $450,000 TOTAL BUDGET $1,500,000 PR/SocialNASCAR platforms YouTube Video production
  • 74. NASCAR.com KPIs 1. NASCARThe Driver website 2.Ticket Sales 3. NASCARThe General Website
  • 75. SOCIAL MEDIA DIAGNOSTICS 1. Facebook comments + likes on NASCAR page 2.YouTube views 3. Shared content 4. Impressions on external partners
  • 76. SOURCES http://www.pewsocialtrends.org/files/2010/10/millennials-confident-connected-open-to-change.pdf http://www.innovators-­‐group.com/research/2011-­‐2012-­‐report-­‐on-­‐media-­‐consumption-­‐behavior-­‐of-­‐college-­‐students/ http://visual.ly/omg-­‐getting-­‐inside-­‐millennial-­‐mind http://www.forbes.com/sites/jenniferrooney/2013/05/15/millennials-­‐vs-­‐50-­‐the-­‐brands-­‐they-­‐love/ http://adage.com/article/adagestat/favorite-­‐athletes-­‐brands-­‐boomers-­‐millennials/228873/ http://www.imediaconnection.com/content/34036.asp http://www.slideshare.net/thesound/millennials-­‐vs-­‐genx http://www.theEiscaltimes.com/Media/Slideshow/2013/07/05/13-­‐Brands-­‐Millennials-­‐Like-­‐Best.aspx?index=8 http://www.theEiscaltimes.com/Media/Slideshow/2012/05/15/The-­‐Hottest-­‐Brands-­‐AmongMillennials.aspx?index=6 http://mashable.com/2012/06/28/millennials-­‐work-­‐jobs/