The Challenge: Sunoco was looking to extend their NASCAR related SPEED television sponsor elements onto SPEED.com.
Solution: SPEED created two separate integrated promotions. The Sunoco Gas Can promotion was featured in the Raceday program on SPEED. It was supported online in the SPEED Fantasy Cup racing game where fans could enter for a chance to win one of three authentic and autographed Sunoco fuel cans. The Sunoco Checkered Flag Giveaway was promoted each week on the NASCAR Victory Lane program. Online the promotion was centered around the Victory Lane program page where fans could enter for a chance to win a checkered flag autographed by the winner of the Cup race that weekend.
Challenge: The NASCAR Hall of Fame wanted to generate excitement, awareness and buzz about the Grand Opening and the Induction Ceremony for the inaugural class. With SPEED as their official television partner they were looking to integrate an online promotional campaign with the exclusive cable content and live coverage of all the events surrounding the Grand Opening.
Solution: SPEED developed an integrated promotional package that leveraged the cable content through a series of online video highlights pulled from the SPEED cable specials devoted to each 2010 inductee. This exclusive content was housed on a custom branded NASCAR Hall of Fame feature page. The page also included a custom Trivia Game with questions based on the history of the inaugural class of inductees plus a sweepstakes giving fans a chance to win a VIP trip to Charlotte for the 2010 All-Star Race and the Grand Opening of the NASCAR Hall of Fame.
Challenge: Home Depot wanted to extend their sponsorship of Raceday, the popular pre-race show on SPEED every Sunday, not only from a media perspective but conceptually as well. One of the key goals was to create an online environment that would allow fans to interact with the brand while learning more about the show and the weekly race venues.
Solution: SPEED created a custom Home Depot branded page for the Raceday program and packed it with features like video highlights, photo galleries and an interactive 'Raceday Planner' and widget allowing fans to drill into event specific information. The information for each venue is displayed in a map based interface to help fans plan their next trip to the track of their choice. The map module can be set to show everything from the location of the track and how to find the SPEED stage to the location of all the Home Depot stores in the area.
Challenge: Sprint was looking for a unique way to reach SPEED and NASCAR fans online through a custom branded video environment.
Solution: SPEED developed the Sprint 'On The Clock Now' weekly online video feature. Every Tuesday Miss Sprint Cup, Monica Palumbo is joined by Steve Byrnes in the SPEED studios to shoot an upbeat 2-3 minute discussion of the hot topics of the week. The weekly video features are posted on the site each Wednesday and archived throughout the season on a dedicated Sprint branded 'On The Clock Now' feature page.
Challenge: Hagerty, the Worldwide leader in Collector Car insurance was looking for an innovative opportunity to interact with the fans of the popular Barrett-Jackson Collector Car Auction on SPEED.
Solution: SPEED developed a sponsorship for Hagerty around the Barrett-Jackson Fantasy Bid Game letting viewers compete against each other in guessing the final auction price of a variety of collector cars before they go on the auction block. Fantasy Bid cars are announced just 10 minutes prior to hitting the block so the action stays fast and furious on all three platforms, on the stage, on-air and online. Hagerty now enjoys a positive brand association to the thousands of fans who compete online and by mobile phone for dozens of prizes during every live auction.
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