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Fox Sports + NASCAR
Driving Record Ratings By Colliding Gamers & NASCAR Drivers

RAN IN: United States

CLIENT
FOX Sports

Robert Gottlieb, EVP Marketing
Whit Haskel, SVP Marketing
Eric Dobratz, VP Media & Brand Marketing
Lauren Helsom, Senior Brand Manager
Tyler Warner, Marketing Manager


NASCAR

Morgan Nash, Senior Manager, Media
Edwin Gotay, Senior Director Growth Segment Marketing
Patrick Morris, Director, Brand Marketing
David Zane, Managing Director

AGENCY
Mediahub *Lead Agency

Laurel Boyd, Chief Creative Media Officer
Betsy Rosenbloom, Senior Media Content Creator
Scott McGowan, Senior Media Content Creator
Randy Hastings, VP Group Media Director
Alan Fox, Integrated Media Planning Supervisor
Courtney Schier, Senior Comms Planner


SUMMARY

How do you inspire a young audience who doesn’t watch linear television to watch a NASCAR race when they have endless entertainment options to choose from? Make the sport relatable by channeling one of their biggest passions: gaming. Fox Sports and NASCAR paired two of NASCAR’s rising stars with two kindred spirits from the gaming world to convince a younger audience that racing was a sport worthy of their time and attention. The campaign lead to an 9x increase in ratings among our young viewer target from 2019 to 2020.

CASE VIDEO


Language: English