3. 3
THE TEAM DIGITAL DRIVERS, INC.
DIGITAL DRIVERS, INC. IS A BOUTIQUE SPORTS MARKETING AGENCY
THAT SPECIALIZES IN DIGITAL BRAND AWARENESS. WE STRIVE TO FIND
INNOVATIVE SOLUTIONS TO ENHANCE OUR CLIENTS’ MARKETING NEEDS.
DIGITAL DRIVERS, INC. PROVIDES A FULL SERVICE SPORTS MARKETING,
PUBLIC RELATIONS AND PROMOTIONAL OPERATION EXPERIENCE.
morgan hellwig
ACCOUNT DIRECTOR
gina coleman
CREATIVE DIRECTOR
lorena alvarez
COPYWRITER
bradley shulman
RESEARCH ASSISTANT
lara hillapad
COPYWRITER
4. 4
EXECUTIVE SUMMARY
campaign period
campaign objectives
research
creative
public relations
media
positioning statement
APRIL 2016 – APRIL 2017
Rebrand NASCAR as an exciting and
extreme sport that has a unique appeal
to everyone with 300 million media
impressions by February 2017.
Digital Drivers, Inc. Research Labs
conducted 264 online surveys and four
in–person interviews to determine the
most effective way to reach the target
audience and change the negative
perceptions they have of NASCAR.
Digital Drivers, Inc. Creative Group
developed a campaign that utilizes the
integration of fan–favorite celebrities
and professional atheletes with one of
the newest forms of up–and–coming
technology. This tactic will spark interest
in the target audience, encouraging
them to engage with NASCAR and FOX
Sports 1.
Digital Drivers, Inc. Public Relations
Group has expanded the creative
tactics into a plan that relies heavily on
promotion of FS1’s new features by
public figures highly idolized by the
target audience.
Bring on a new generation of millennial
fans, increasing viewership of NASCAR
by 100K per event throughout the 2017
season and the Daytona 500 viewership
by 500K.
Drive NASCAR fans to seek out NASCAR
digital content on FOX Sports 1 to assist
in increasing web traffic by 7% and app
downloads by 5% throughout the 2017
season.
The campaign will destroy the negative
perceptions that the millennial generation
currently has about NASCAR, rebranding
the sport by emphasizing its pre–existing
extreme and exciting aspects.
BRAND AWARENESS
CONTENT
BRAND POSITIONING
Media encompasses a significant part of
this campaign, with promotional videos
and new digital features being shareable
on various social media platforms used by
the target audience.
5. Over the last several years, the digital sports industry has been growing and new
trends are constantly emerging. More and more fans are realizing they can get nearly
the same sports content on their hand–held devices and their desktop computers as
the content provided to them on their televisions. Fans are spending more time using
social media to discuss sports in real time with friends, fellow fans and even rivals
than they do watching a sport on TV or attending a sporting event (Hamdhaidari).
Fans realize that this is a way they can engage with a the sport without having to
travel and spend money to attend an event. “According to comScore,” when it comes
to accessing the Internet, mobile overtook desktop in recent years (Hamhaidari). With
this shift, Internet consumers are now expecting all of the content they could possibly
want to be available anytime, anywhere and on any device. Brands are realizing this
trend, understanding what their consumers want, and then giving it to them.
One trend that Deloitte Sports is predicting to “disrupt and dominate the sports
industry during 2016” is over–the–top (OTT) streaming platforms (Giorgio). Smaller
properties and third party providers (e.g. Hulu+, Netflix, Amazon Prime, etc.) will
benefit from this as media consumers are beginning to shy away from traditional
cable subscriptions and opting to get their media, including sports media, on one of
these OTT streaming platforms.
5
DIGITAL SPORTS INDUSTRY
OVERVIEW
The challenge to be addressed in this campaign is developing the next generation of
NASCAR fans. The average age of the current fan is 50 years old; this campaign will
seek to develop a community of NASCAR fans amongst 18–34 year old males.
Along with developing this new generation of fans, this campaign will encourage new
fans to seek out digital NASCAR content using FOX Sports 1’s various platforms,
which include FOX Sports Mobile, FOXSportsGO and FoxSports.com/FS1.
6. HISTORY:
FOX Sports is owned by 21st Century Fox. FOX Sports 1 (FS1) debuted in August
2013, becoming ESPN’s biggest competitor and the most viable alternative for digi-
tal sports content. FOX Sports 1 proclaimed that their mission is, “We’ll work for
you,” promising to “never take [themselves] too seriously” and “never put [themselves]
above the game and actions,” (BW).FS1 features a wide array of content including
College Sports, Major League Baseball, NASCAR, Major League Soccer and
many more.
6
SERVICES:
FOX Sports 1 offers its consumers digital
sports content that they can access from
a variety of sources. FOXSportsGO
offers viewers live streaming of a
variety of sports with the provision of a
cable network login. FOXSports Mobile
is a mobile app that provides viewers
with live updates of their favorite sports
including statistics, scores and reports
on their favorite players and teams.
FoxSports1.com/FS1 is the site viewers
can access on–line, where they will be
provided with all the content available
on the mobile apps and more.
PAST EFFORTS:
FOX Sports 1 began promoting NASCAR
content on their website and mobile
apps as soon as they launched in 2013.
SPEED Network’s Mike Joy asked
viewers to follow racing on FS1 with his
announcement of FS1’s launch (BW).
FS1 has also made efforts to personalize
their mobile apps to give their viewers
the most optimal digital experience. The
brand recently made strides in improving
the personalization of FOXSports Mobile,
allowing users to specify which teams
they will follow and about which of those
teams they will get the most content.
FOX SPORTS 1
7. NASCAR ON FS1
“FOX SPORTS 1, THE PLACE FOR FUN”
FOX Sports 1 stays connected to their
fans through their website, FoxSports.
com/FS1; FOXSports Mobile; and
FOXSportsGO by providing them with
updated and informative content. FS1
strives to produce fun and edgy sports–
related content, much different from
the content of their competitors, such
as Disney–owned ESPN and the NBC
Sports Group.
One of the ways they do this is with
the commentators of their digitally
streamed content, which include @
TheBuzzer, Garbage Time with Katie
Nolan, Outkick the Show with Clay
Travis and PRO Cast – NFL. These are
all televised daily. The commentators
of these shows are considered by
viewers as fun, often controversial,
and sometimes even aggressive.
NASCAR content televised on FOX
Sports 1 has many viewer–reported
advantages over their main competitor,
NBC (FOX Sports 1). These include
FS1 having the best announcers, an
experience that allows the viewers to
feel as though they are at the race and
the fun of NASCAR being emphasized.
FS1 has the rights to 3 divisions of NA-
SCAR:
SPRINT CUP SERIES
• The first half, including the Daytona
500 (21 races)
• Highest level of professional competi-
tion
• Cannot stream the second half of the
series – NBC has the rights to that half
XFINITY SERIES
• The second highest level of profes-
sional competition
CAMPING WORLD TRUCK SERIES
• Modified pickup trucks
FOX SPORTS 1 HAS 29 MILLION FANS
AND FOLLOWERS (FOX SPORTS 1).
NASCAR IS #2 IN VISITOR
ACTIVITY ON FOXSPORTS.COM/FS1
(FOX SPORTS 1).
7
8. 8
NBC is a major com-
petitor of FOX Sports
1 because they have
the rights to the sec-
ond half of the Sprint
Cup Series, which
means that they are
the only channel that
can air that half of
series on television.
ESPN is a long–
standing competitor
that has a high level
of brand positioning in
the mind of the target
audience. While they
don’t focus on the
NASCAR content they
provide, sports fans
turn to ESPN first
when looking for
digital sports content
for any sport, as told
to us in our qualitative
research.
CBS has a significant
share of the sports
content market. CBS
Sports covers some
NASCAR content;
however, it is known
for its coverage of the
NCAA and Super Bowl
50, two very relevant
sports interests for the
target audience.
NBC
SPORTS
ESPN CBS
SPORTS
COMPETITION
9. 9
Yahoo! Sports is a
key contender in
sports content. They
have a promotional
deal with NBC Sports
Group (Stetle). Yahoo!
Sports popular
content is featured
on NBC Sports
Group platforms.
Yahoo! Sports has a
significant share of
the Fantasy Sports
industry, something
in which the target
audience is highly
involved.
Bleacher Report
specializes in
digital sport content.
Their app has over
15 million downloads
(Bleacher Report). It
has a loyal following
because of its
innovative headlines,
and their ability to
listen to their users
and give them what
they want in a
personalized way.
Barstool sports is
extremely prevalent
in the lives of the
target consumer
because it features a
lot of college sports
content. Barstool
Sports, like FS1,
features edgy and
controversial
content.
YAHOO!
SPORTS
BLEACHER
REPORT
BARSTOOL
SPORTS
10. SWOT
»» NASCAR is the #2 sport on television in the United States (Forbes).
»» FOX Sports 1 has the rights to the first half of the Daytona 500.
»» FS1’s website offers NASCAR content through cross–platform integration
(FoxSports.com/FS1).
»» Cross–platform integrations
»» Association with top sponsors
»» FOX Sports 1’s digital content does not elevate itself from its competitors.
»» There are negative stereotypes, as proven to us in our research, that go along
with NASCAR, such as “blue collar” and “white trash.”
»» The majority of sports fans interviewed were not aware of the programming and
content FOX Sports 1 provides.
»» NASCAR is difficult for the casual fans to understand because of its ever–chang-
ing rule book and the fact that they see the races as “only left turns.”
STRENGTHS
WEAKNESSES
10
11. SWOT
»» Non-fans reported the aspect of NASCAR that they are most interested in is the
crashes.
»» FOX Sports 1 has the ability to utilize their digital content and take advantage of
this interest in order to spark the interest of the non-fans by emphasizing the pre–
existing extreme aspect of the sport.
»» FS1’s website and mobile app has the ability to offer its viewers the multi–screen
functionality that they prefer.
»» FS1 has the ability, as a cutting–edge brand, to produce unique viral content for
viewers who don’t already have a perception of who FOX Sports 1 is.
»» FOX Sports 1 has many competitors that provide audiences with nearly the same
content in a more esthetically pleasing and digitally updated way.
»» NASCAR is not seen as a “mainstream” sport like football, baseball, basketball
and hockey are.
»» Non–fans reportedly find NASCAR “boring” and claim they would never watch
the sport.
»» FOX Sports 1 has a lack of brand awareness.
»» FOXSportsGO, the live streaming app, requires a cable subscription for access,
something that not every fan has.
OPPORTUNITIES
THREATS
11
12. QUANTITATIVE RESEARCH
ONLINE SURVEY, 264 RESPONDENTS
NASCAR FANS (18.2 %)
NON–NASCAR FANS (81.8%)
OF 122 AGES 18–34 (95.1%)
OF 81 MALES (82.7%)
OF 230 MODERATIE TO HIGH
SPORTS FANS (80.4%)
The main problem this research revealed
was that NASCAR is seen as boring,
consisting of only left turns and too long
and uneventful to watch for the non–fan.
This was concluded by the responses
we got when asking, “When you think
of NASCAR, what is the first thing that
comes to mind?” The second most
popular answer (after “racing”) was
“boring/uninteresting.” FOX Sports has
consistently been seen as a leader in
covering NASCAR and one thing that
would set them even further ahead of
the competition is emphasis on the
excitement and extreme aspects of
NASCAR.
Our survey revealed that both NASCAR
fans and non–NASCAR fans prefer to
get sports highlights using the Internet,
social media or mobile apps. Upgrading
FOX Sports 1’s interfaces would allow
more communication between fans,
provide a better experience for new
users and develop a more close–knit
community of current NASCAR fans.
WHAT IS YOUR PREFERRED
METHOD FOR GETTING
SPORTS NEWS, UPDATES,
HIGHLIGHTS, AND SCORES?
12
13. HOW MUCH
DO YOU KNOW
ABOUT NASCAR
AS A SPORT?
WHAT DO YOU LOVE
MOST ABOUT WATCH-
ING A SPORTING EVENT
ON TELEVISION?
(NON-NASCAR FANS)
13
14. QUANTITATIVE RESEARCH
QUALITATIVE RESEARCH
Our results show that the majority of
sports fans have a multi–screen viewing
process. Fans are no longer just watching
the events on television, rather they are
connected through their mobile devices,
laptops and social media. This opens up
the channels of communication between
sports content providers and fans. View-
ers are following particular sports blogs
and Twitter accounts to get more unfil-
tered coverage; however, fans still want
in-depth analyses that provide accurate
information. All interviewees told us that
they prefer personalized content. Connec-
tions between sports fans and their favor-
ite teams stem from loyalties due to home-
towns and familial connections. Viewing
sports content becomes part of their per-
sonal identity and part of their routine.
Lastly, our research shows that if viewers could see how much strategy goes into
NASCAR and what the sport is actually about sports fans would be more likely to
attend events and follow the sport. While 45% said it wouldn’t affect their choice,
the majority of respondents said it would influence them to start watching NASCAR.
More importantly, it would help the sport lose the brand image of “redneck”, “left
turns”, and “super boring”.
PLEASE INDICATE IF
KNOWING MORE ABOUT
THE SPORT WOULD INFLU-
ENCE YOU TO WATCH/AT-
TEND A NASCAR EVENT:
FOUR IN-PERSON INTERVIEWS
14
15. SPORTS FAN RESEARCH
WHAT COMES TO MIND
WHEN YOU THINK OF NASCAR?
The second most popular answer,
after “Racing,”
was “Boring/Uninteresting”
HOW MUCH DO YOU KNOW
ABOUT NASCAR?
44% said, “None”
41% said, “Little”
WHY ARE YOU NOT A FAN?
106 out of 140 respondents (76%) said that it is boring.
The 2nd most common answer to this question was,
“I don’t know enough about the sport.”
WOULD KNOWING MORE ABOUT THE SPORT
INFLUENCE YOU TO WATCH/ATTEND NASCAR RACES?
24.8% said, “Little”
25.5% said, “Some”
“Being from Chicago, it was never something that
was watched among family and friends.
Plus, you can’t ‘play’ NASCAR
in your backyard like other sports,
so I never got to feel what the pros get to feel.”
15
16. KEY INSIGHTS & TAKEAWAYS
Self–proclaimed non–NASCAR fans reported that they find NASCAR boring and
uninteresting, but they like watching the crashes. They would like a platform that
highlights this extreme action of NASCAR. These non–fans reported interests in
other more extreme sports, such as hockey and football. Many people are not
NASCAR fans because it is not “mainstream” in the geographic area that we are
targeting, and the integration of NASCAR with more popular sports would boost
the interest and help make it more mainstream.
Traditional fans enjoy the fast–paced action of NASCAR racing. They love the fact
that NASCAR is a very on–edge sport for those who understand the rules and
all the work that goes into NASCAR races. They also reported loving how brash
and unfiltered the sport is when they can listen to the communication between
coaches, pit crews and drivers, especially what drivers are saying to each other
throughout the race.
NON–FANS LOVE THE
EXCITEMENT OF THE CRASHES
TRADITIONAL FANS LOVE NASCAR
FOR WHAT’S BENEATH THE SURFACE
16
17. Two major trends in the digital sports industry right now are personalized content
and a virtual reality experience for viewers. Viewers prefer accessing content
through their favorite platforms and they want digital content that will allow them
to pick and choose how it is delivered through a personalized feed. Viewers also
enjoy feeling as though they are part of the experience of a sporting event, rather
than just a spectator.
SPORTS FANS WANT HI–TECH
AND PERSONALIZED CONTENT
17
18. TARGET MARKET
Geographic Profile
This campaign targets millennial sports fans living in suburban and small/medium
urban areas, broadening the audience to a nationwide fan–base rather than a
Southern and Midwestern focused fan–base. Through doing so, we will be able to
implement FOX Sports 1 NASCAR content into the mainstream marketplace. This
will alleviate biases and stereotypes that narrow the market. We do not want to target
large urban areas for fear of making it “too cosmopolitan” for the traditional fan–base.
18
19. Media Profile
Consumes sports media
daily or at least multiple
times a week.
Receives the majority of
their sports content
digitally.
Frequently accesses
sports-related mobile
apps.
Enjoys fast-paced,
real-time sports content.
Wants live updates of
things right when they
happen.
Seeks out “edgier” sports
controversial, in the way
it is delivered).
19
22. PROBLEM:
Viewers perceive NASCAR
as boring and think that
it consists solely of “left
turns.”
STRATEGY:
We will emphasize the already existing extreme factors of NASCAR. This is
something that sparked the interest of non–fans, but it is also something that
current fans are used to, so it is not a change that will drive them away from
using FOX Sports 1 to access digital content.
OBJECTIVE:
Rebrand NASCAR as an
exciting and extreme sport
that has a unique appeal
to everyone with 300 mil-
lion media impressions by
February 2017.
22
PROBLEMS, OBJECTIVES, STRATEGIES
23. PROBLEM:
There are negative
stereotypes attached to
NASCAR that make the
sport undesirable to
millennials.
STRATEGY:
With the integration of one of the newest forms of technology and highly–idolized
celebrities and athletes, we will cater to the reported interests of non–fans in
an effort to make NASCAR top–of–mind and a relevant sport in the lives of
the target audience.
OBJECTIVE:
Bring on a new generation
of fans, increasing viewer-
ship of NASCAR by 100K
per event throughout the
2017 season and the
Daytona 500 viewership
by 500K.
23
24. PROBLEM:
Viewers are not choosing
FOX Sports 1 first for their
digital NASCAR content.
STRATEGY:
We will utilize advanced technology to create a “WOW!” factor and rebrand FOX
Sports 1 digital content as the best amongst its competitors. By using digitally
focused tactics to engage the millennial generation, we will drive tune–in on FOX
Sports 1’s website, FOX Sports mobile app and FOXSportsGO.
OBJECTIVE:
Drive NASCAR fans to
seek out NASCAR digital
content on FOX Sports
1 to assist in increasing
web traffic by 7% and app
downloads by 5% through-
out the 2017 season.
24
PROBLEMS, OBJECTIVES, STRATEGIES
25. BRAND AWARENESS:
We will create shareable content that can be pushed through social media,
keeping NASCAR at top of mind for both fans and non–fans.
CONTENT:
We will revamp FS1’s digital content, providing viewers with a multi–screen
view, both on FS1’s website and mobile apps. We will provide viewers with the
ability to personalize and customize their digital viewing experience.
BRAND POSITIONING:
360º GoPro cameras will be placed in race cars, in order to show viewers the
extreme aspects of NASCAR racing.
25
TACTICS
26. Backseat Driver
Backseat Driver will provide viewers with an all–in–one access pass to all the
digital sports content they need. It is the next level of personalized sports content
where users can pick and choose the media they prefer to consume.
One feature of Backseat Driver is the implementation of a 360º GoPro camera in
various cars for each race covered by FOX Sports 1. The 360º GoPro cameras
are amongst the newest forms of up–and–coming technology, a subject in which
our target audience is interested. These cameras are held in a spherical camera
rig that is capable of shooting 360º and 3D videos for virtually reality. This
technology allows viewers to see inside the racecar from every single angle
simply by rotating their mobile device or dragging the mouse across the screen
on a desktop. FOX Sports 1’s website and mobile apps will be the only places
where fans can access this feature, thus increasing traffic on both platforms.
TACTICS
26
27. Promoting Backseat Driver
In the weeks leading up to NASCAR’s
2017 season and the 2017 Daytona 500,
FS1 will spark the interest of the target
audience by releasing videos of favorite
celebrities and athletes using the 360º
GoPro cameras. This will begin the week
of January 9, 2017, six weeks prior to the
2017 Daytona 500 on February 26. A
video of a different celebrity match–up
will be released every week. The celebrity
match–ups will include:
Chris Pratt vs. Kevin Hart
Cooper Manning vs. Clay Travis
Patrick Kane vs. Sidney Crosby
Cam Newton vs. Aaron Rodgers
Bryce Harper vs. Mike Trout
Stephen Curry vs. Tim Duncan
Allison Williams vs. Katie Nolan
These celebrities were determined based
on suggestions from various in–person
interviews with the target audience.
These celebrities will be driven by
NASCAR’s top drivers in a race at
Daytona International Speedway. The
360º GoPro cameras will be in the cars
so viewers can be a part of the
experience themselves, rather than
just hearing it from the celebrities.
These videos will be available to
viewers on both mobile apps, FS1’s
website, FOX Sports on TV, and Hulu+.
The videos released online will create
shareable content for viewers. With the
release of these videos, the celebrities
and NASCAR drivers will be talking about
the 360º GoPro feature in NASCAR cars
throughout the upcoming season. Along
with discussions of this new feature,
NASCAR drivers will be explaining the
rules of the sport in a simplified way.
This will help the audience begin to
understand how NASCAR works, since
many of those surveyed reported that
they have no interest in the sport simply
because they do not understand it.
27
28. Backseat Driver, In Season
After the promotion of Backseat Driver, viewers will have the opportunity to
begin voting for which racecars they would like the 360º GoPro feature. There
will be polls each week throughout the 2017 season on FS1’s website and
mobile apps.
28
TACTICS
29. WHO DO YOU
WANT TO DRIVE WITH?
Cast your vote now!
Decide in which 4 cars
you can get a 360º view.
Jimmie Johnson
Kyle Busch
Dale Earnhardt Jr.
Denny Hamlin
Joey Logano
Kasey Kahne
2,978 votes
6,173 votes
16,005 votes
14,560 votes
12,349 votes
9,899 votes
The four drivers with the highest number of votes will have the 360º GoPro camera
placed in their cars before the race that week. The ability to vote on this will only em-
phasize the personalization of FS1’s digital content. It will also drive users to access
the website and to download and use the mobile app.
29
30. 30
TACTICS
Redesign Digital Content,
FOX Sports Mobile App
The redesign of FS1’s digital content will
comprise mainly of content personaliza-
tion and viewing simplicity. Viewers will
have a “one stop shop,” where they can
access live broadcasting, real–time up-
dates and live Twitter feeds with multi–
screen viewing capabilities.
We will use push notifications, specific
to the user’s defined interests, to update
them in real time and drive them to
access FOX Sports 1’s mobile app and
FOXSportsGO.
Keeping in mind that some viewers,
particularly older fans, may not desire
this type of view or may not have ac-
cess to it —as it is a more enjoyable
experience on a mobile device — they
will have the ability to personalize the
type of content they see. Each viewer
will be able to pick and choose which
screen views they prefer to see when
accessing FS1’s digital content, whether
they prefer traditional broadcast style or
the hi–tech inside–the–car views.
31. 31
FOXSportsGO
A. Traditional live broadcasting
B. 360º GoPro view
C. Live Twitter feed
D. Screen swap, whether viewer prefers
broadcast or 360º GoPro view
E. Snapchat content
32. TACTICS
B. The Backseat driver GoPro
camera puts the viewers in the
driver’s seat with a 360-degree
inside look at their favorite NA-
SCAR driver. The GoPro camer-
as allow the viewer to move
D. This button allows view-
ers to swap screens and
make the GoPro Backseat
Driver camera the large
screen so the he/she can
interact with the camera.
Due to lack of space on
mobile devices there will
be a click and drag feature
that allows viewers to open
up to the large screen by
dragging the icon into the
center of the screen. This
feature is also optional.
what they see along with their phone or iPad.
Live streaming on the website will have a click and drag fea-
ture that will allow the viewers to have the same capability.
Redesign Digital Content,
Website — FoxSports.com/FS1
32
33. E. This feature gives viewers the capability to view NASCAR Snapchat content that
features a particular geofilter on race day. This will allow fans to view live tailgat-
ing, fans attending the race, drivers and pit crews throughout the event. Viewers can
choose if they want this feature to be visible, or it can be pushed aside simply by swip-
ing it in the direction off the screen.
A. Traditional live broadcast streaming will be available for
viewers online and through FOXSportsGO. This allows live
video stream of races to be viewed from electronic devic-
es.
C. This feature allows view-
ers to look at comments from
their favorite sports writers,
athletes and friends they fol-
low on Twitter. They have the
option of viewing comments
of fans at the race through
#FS1NASCAR. There also
is an option to push the feed
aside if the viewers prefers
traditional media and doesn’t
want it to distract them from
the race.
33
34. TIMETABLE
APRIL 2016
NOVEMBER 2016 (END OF 2016 SEASON)
DECEMBER 2016 –
JANUARY 2017
JANUARY 2017
Begin renovations to
FOXSportsGO, FOX
Sports Mobile App and
FoxSports.com/FS1
Video production of
Backseat Driver
promotional viral videos
Press release on new chang-
es to digital content for the
upcoming 2017 seasons
Week 2 – release the first
of six Backseat Driver
promotional videos,
releasing another video
each of the following
weeks
34
35. FEBRUARY 2017
WEEK OF SUPER BOWL 51 (FEBRUARY 2017)
MARCH 2017
MARCH – APRIL 2017
Continue release of
celebrity match–up vid-
eos up until the week of
Daytona 500
Launch of celebrity explanatory video
of NASCAR rules;
First of driver polls on FOXSports Mo-
bile App and FoxSports.com/FS1
Release compilation video of GoPro360º
views to ignite interest even more as
Daytona 500 approaches;
Take advantage of the fact that FOX Sports
has the rights to Super Bowl 51 and
will have a great opportunity to reach
millions of viewers at that time
Promotional appearances
on various FOX Sports 1
shows, run weekly
promotional videos
35
36. EVALUATION, monitored from April 2016 to November 2017
social
media
web
tracking
app use &
downloads
– Monitor the number of
likes, shares and retweets
the Backseat Driver promo-
tional videos get on social
media platforms
– Monitor trending NA-
SCAR topics being dis-
cussed on Facebook and
Twitter
– Track the number of
viewers that accessed the
Backseat Driver promo-
tional videos on Hulu+ to
determine if it is worth it
to release more NASCAR
content on Hulu+
– Track the use of the
#FS1NASCAR hashtag on
social media
– Measure website traffic
and total visits
> Repeat visits
> Unique visits
– Monitor traffic sources
> Organic search
> Referral traffic
> Direct traffic
> Social traffic
– Track bounce rate
– Measure stickiness
– Determine websites top
pages
> which sport is
getting the most
access form users
–Track conversion rates
– Monitor which content is
being accessed by viewers
using FOXSportsGO and
the FOX Sports mobile app
– Track the number of new
app downloads
– Track number of new reg-
istrations on FOXSportsGO
FACEBOOK, TWITTER FOXSPORTS.COM/FS1 FOX SPORTS, FOXSPORTSGO
36
37. SOURCES
Bleacher Report, Inc. “About Our Company.” Bleacher Report. 2015. Web. 13 Mar.
2016. <http://bleacherreport.com/about>
BW. “Fox Sports 1 Debuts, Promises To Never Be Above Games.” Brietbart Sports. 17
Aug. 2013. Web. 13 Mar. 2016. <http://www.breitbart.com/
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