NASCAR
TEAM 4:The Pit Crew
Ogilvy Summer Internship Project 2013
Sarika Eric Lisa Mimi Taylor
The Glue The NASCAR Fan The Artist The Intellectual The Poet
THE PIT CREW
Account Management ...
Sarika Eric Lisa Mimi Taylor
The Glue The NASCAR Fan The Artist The Intellectual The Poet
THE PIT CREW
Account Management ...
WHAT YOU ASKED USTO DO:
Create a digitally-led, integrated NASCAR
campaign that appeals to college students
MANDATORIES
Gen-6 cars
Activation with NASCAR partners
NASCAR drivers
Include NASCAR logo
BUSINESS OBJECTIVES100
125 175
150
100
125 175
150
100
125 175
150
125
Drive to NASCAR.com
100
125 175
150
100
125 175
150150
Ambassadors of the Sport
100
125 175
150
100
125 175
150
175
IncreaseTVViewership
100
125 175
150
100
125 175
150
200Increase race attendance
CHANGE PERCEPTION
AUDIENCE
in 3 millennials say the INTERNET is as important as FOOD + WATER1
SOURCE: Cisco Connected WorldTechnology Report
SOURCE: Barkley,American Millennials: Deciphering the Enigma Generation
149minutes on
FACEBOOK
PER DAY
60%are
CONTENT
CREA...
ORIGINAL GENUINE+
CREATIVE EXPERIENTIAL+
MOBILE SOCIAL+
VIRTUAL
MOVERS
SHAKERS+
It’s just a bunch of left turns.
“ ”
NASCAR is not for me
“ ”
My friends don’t care about NASCAR
“ ”
“It’s just a bunch of left turns”
“It’s impressive how they can
endure a 4-hour race”
“NASCAR requires so much
athleticism...
“It’s just a bunch of left turns”
“It’s impressive how they can
endure a 4-hour race”
“NASCAR requires so much
athleticism...
“It’s just a bunch of left turns”
“It’s impressive how they can
endure a 4-hour race”
“NASCAR requires so much
athleticism...
“It’s just a bunch of left turns”
“It’s impressive how they can
endure a 4-hour race”
“NASCAR requires so much
athleticism...
SHARE EXPERIENCE
ENGAGE
SHARE EXPERIENCE
ENGAGE
SHARE EXPERIENCE
ENGAGE
NASCAR
NASCAR
UNITE physical and digital experience of
SHARE EXPERIENCE
ENGAGE
THE DRIVER
THE DRIVERS
Travis
Pastrana
THE HOST
THE COACHES
Carl
Edwards
Clint
Bowyer
Location:
LasVegas
Main Challenge:
UPS Geo-tracking
Ending Challenge:
10 lap shootout
THE STRUCTURE
ICONS
THE WINNER
Alex
Bowman
ICON
SHARE EXPERIENCE
ENGAGE
NASCAR-nival
SCHOOLSRACES
Martinsville
Texas
Kansas
Richmond
Talladega
UNC
TCU
U. of Kansas
U. of Richmond
U. of Alabama
April 7
April ...
EVENTS SPONSORS
Gen-6 Photo Booth
Drive Simulator
Shipping Tent
Music Station
Pit Stop Concessions
CONTENT
PARTNERSHIPS
SHARE EXPERIENCE
ENGAGE
THE DRIVER
FURTHER ENGAGEMENT
OPPORTUNITIES
Ragu
Activation
FURTHER ENGAGEMENT
OPPORTUNITIES
Activation
ANALYTICS
NASCAR.com RACE ATTENDANCE TVVIEWERSHIP
Number of unique visitors
Time on site
Site/domain authority
% increase in 18-22 a...
METRIC OF MEASUREMENT
31,500 STUDENTS
METRIC OF MEASUREMENT
31,500 STUDENTS
3,150 ATTENDEES
METRIC OF MEASUREMENT
31,500 STUDENTS
3,150 ATTENDEES
315 ONTHE DIGITAL JOURNEY
BUDGET
30%
13%
57%
CONTENT
DIGITAL
AGENCY FEE
WHAT WE’VE DONE
Gen-6 cars
Drive to NASCAR.com
Ambassadors of the sport
Multiple NASCAR partners
NASCAR drivers
WHAT WE’VE DONE
Gen-6 cars
Drive to NASCAR.com
Ambassadors of the sport
Multiple NASCAR partners
NASCAR drivers
WHAT WE’VE DONE
Gen-6 cars
Drive to NASCAR.com
Ambassadors of the sport
Multiple NASCAR partners
NASCAR drivers
WHAT WE’VE DONE
Gen-6 cars
Drive to NASCAR.com
Ambassadors of the sport
Multiple NASCAR partners
NASCAR drivers
WHAT WE’VE DONE
Gen-6 cars
Drive to NASCAR.com
Ambassadors of the sport
Multiple NASCAR partners
NASCAR drivers
WHAT WE’VE DONE
Gen-6 cars
Drive to NASCAR.com
Ambassadors of the sport
Multiple NASCAR partners
NASCAR drivers
WHY IT WORKS
SHARE EXPERIENCE
ENGAGE
SHARE EXPERIENCE
ENGAGE
THANKYOU
SHARE EXPERIENCE
ENGAGE
APPENDIX
CONTENTS
The Driver Outline
NASCAR-nival Outline
Survey Responses
Production Schedule
Budget
NASCAR.com KPI
Social Media D...
ICONSRACE-LIFE CHALLENGES SPONSORSSTRUCTURE
Location:
LasVegas
Coaches/Host:
Clint Boyer
Carl Edwards
Travis Pastrana
Plat...
S
SCHOOLSRACES EVENTS SPONSORS
Martinsville
Texas
Kansas
Richmond
Talladega
UNC
TCU
U. of Kansas
U. of Richmond
U. of Alab...
PRODUCTION SCHEDULE
Build challenges
Request sponsors
Pitch media partners
Begin development of digital
Select production ...
BUDGET
Content Digital
$850,000
$200,000
Agency Fee
$450,000
TOTAL BUDGET
$1,500,000
PR/SocialNASCAR platforms
YouTube
Vid...
NASCAR.com KPIs
1. NASCARThe Driver website
2.Ticket Sales
3. NASCARThe General Website
SOCIAL MEDIA DIAGNOSTICS
1. Facebook comments + likes on NASCAR page
2.YouTube views
3. Shared content
4. Impressions on e...
SOURCES
http://www.pewsocialtrends.org/files/2010/10/millennials-confident-connected-open-to-change.pdf
http://www.innovat...
NYC Ogilvy Summer Internship Project 2013: NASCAR
NYC Ogilvy Summer Internship Project 2013: NASCAR
NYC Ogilvy Summer Internship Project 2013: NASCAR
NYC Ogilvy Summer Internship Project 2013: NASCAR
NYC Ogilvy Summer Internship Project 2013: NASCAR
NYC Ogilvy Summer Internship Project 2013: NASCAR
NYC Ogilvy Summer Internship Project 2013: NASCAR
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NYC Ogilvy Summer Internship Project 2013: NASCAR

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

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NYC Ogilvy Summer Internship Project 2013: NASCAR

  1. 1. NASCAR TEAM 4:The Pit Crew Ogilvy Summer Internship Project 2013
  2. 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. 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. 4. WHAT YOU ASKED USTO DO: Create a digitally-led, integrated NASCAR campaign that appeals to college students
  5. 5. MANDATORIES Gen-6 cars Activation with NASCAR partners NASCAR drivers Include NASCAR logo
  6. 6. BUSINESS OBJECTIVES100 125 175 150
  7. 7. 100 125 175 150
  8. 8. 100 125 175 150 125 Drive to NASCAR.com
  9. 9. 100 125 175 150
  10. 10. 100 125 175 150150 Ambassadors of the Sport
  11. 11. 100 125 175 150
  12. 12. 100 125 175 150 175 IncreaseTVViewership
  13. 13. 100 125 175 150
  14. 14. 100 125 175 150 200Increase race attendance
  15. 15. CHANGE PERCEPTION
  16. 16. AUDIENCE
  17. 17. in 3 millennials say the INTERNET is as important as FOOD + WATER1 SOURCE: Cisco Connected WorldTechnology Report
  18. 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. 19. ORIGINAL GENUINE+
  20. 20. CREATIVE EXPERIENTIAL+
  21. 21. MOBILE SOCIAL+
  22. 22. VIRTUAL MOVERS SHAKERS+
  23. 23. It’s just a bunch of left turns. “ ”
  24. 24. NASCAR is not for me “ ”
  25. 25. My friends don’t care about NASCAR “ ”
  26. 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. 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. 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. 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. 30. SHARE EXPERIENCE ENGAGE
  31. 31. SHARE EXPERIENCE ENGAGE
  32. 32. SHARE EXPERIENCE ENGAGE
  33. 33. NASCAR
  34. 34. NASCAR UNITE physical and digital experience of
  35. 35. SHARE EXPERIENCE ENGAGE
  36. 36. THE DRIVER
  37. 37. THE DRIVERS
  38. 38. Travis Pastrana THE HOST THE COACHES Carl Edwards Clint Bowyer
  39. 39. Location: LasVegas Main Challenge: UPS Geo-tracking Ending Challenge: 10 lap shootout THE STRUCTURE
  40. 40. ICONS
  41. 41. THE WINNER Alex Bowman ICON
  42. 42. SHARE EXPERIENCE ENGAGE
  43. 43. NASCAR-nival
  44. 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. 45. EVENTS SPONSORS Gen-6 Photo Booth Drive Simulator Shipping Tent Music Station Pit Stop Concessions
  46. 46. CONTENT PARTNERSHIPS
  47. 47. SHARE EXPERIENCE ENGAGE
  48. 48. THE DRIVER
  49. 49. FURTHER ENGAGEMENT OPPORTUNITIES Ragu Activation
  50. 50. FURTHER ENGAGEMENT OPPORTUNITIES Activation
  51. 51. ANALYTICS
  52. 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. 53. METRIC OF MEASUREMENT 31,500 STUDENTS
  54. 54. METRIC OF MEASUREMENT 31,500 STUDENTS 3,150 ATTENDEES
  55. 55. METRIC OF MEASUREMENT 31,500 STUDENTS 3,150 ATTENDEES 315 ONTHE DIGITAL JOURNEY
  56. 56. BUDGET 30% 13% 57% CONTENT DIGITAL AGENCY FEE
  57. 57. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
  58. 58. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
  59. 59. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
  60. 60. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
  61. 61. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
  62. 62. WHAT WE’VE DONE Gen-6 cars Drive to NASCAR.com Ambassadors of the sport Multiple NASCAR partners NASCAR drivers
  63. 63. WHY IT WORKS
  64. 64. SHARE EXPERIENCE ENGAGE
  65. 65. SHARE EXPERIENCE ENGAGE
  66. 66. THANKYOU
  67. 67. SHARE EXPERIENCE ENGAGE
  68. 68. APPENDIX
  69. 69. CONTENTS The Driver Outline NASCAR-nival Outline Survey Responses Production Schedule Budget NASCAR.com KPI Social Media Diagnotics Sources
  70. 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. 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. 72. PRODUCTION SCHEDULE Build challenges Request sponsors Pitch media partners Begin development of digital Select production team Finalize sponsors Begin filming
  73. 73. BUDGET Content Digital $850,000 $200,000 Agency Fee $450,000 TOTAL BUDGET $1,500,000 PR/SocialNASCAR platforms YouTube Video production
  74. 74. NASCAR.com KPIs 1. NASCARThe Driver website 2.Ticket Sales 3. NASCARThe General Website
  75. 75. SOCIAL MEDIA DIAGNOSTICS 1. Facebook comments + likes on NASCAR page 2.YouTube views 3. Shared content 4. Impressions on external partners
  76. 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/
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