For the first time ever, NASCAR and ESPN are working together to launch an integrated marketing campaign to elevate the 10th Chase for the NASCAR Sprint Cup on ESPN. The Chase for the NASCAR Sprint Cup is NASCARs version of the playoffs, where the sports top 12 drivers compete to become the next NASCAR Sprint Cup Series champion. With the tagline ’12 Drivers. 1 Champion.’ the multi-platform initiative debuted on ESPN on Sept. 2 with a series of brand spots. The first one, ‘Generations’ is a 30-second ad that features five-time NASCAR Sprint Cup Series champion Jimmie Johnson and the likenesses of some of NASCARs greatest legends, including three-time champion Cale Yarborough, ‘The King” Richard Petty and seven-time champion Dale Earnhardt Sr. The campaign highlights the elevated stakes and significance of the Chase and the opportunity drivers have to build a legacy through the 10-race postseason. The joint campaign will introduce four TV spots, two produced by ESPN and two by NASCAR, as well as print, radio and local market executions at each of the ten Chase for the NASCAR Sprint Cup tracks. Additionally, the initiative will feature mobile and digital elements along with an extensive social media program called #Fandorsements.(ESPN)
