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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