NASCAR 2020: UNDER PRESSURE
Content Marketing
NASCAR's 2020 Under Pressure campaign, a collaboration with MotorTrend, stood as a testament to the power of creative marketing in capturing the essence of the racing season. It went beyond the track, delving into the emotional currents that define the sport. One of the campaign's standout moments was NASCAR's unwavering support for Bubba Watson, who confronted racial discrimination. This pivotal moment, immortalized in the series, showcased the racing community's unity in the face of adversity.
The campaign ensured widespread accessibility by being distributed across various platforms, including broadcast, streaming services, paid advertisements, organic social media, official websites, and in-product placements. The creative narrative mirrored the behind-the-scenes allure of popular documentaries like HBO's "Hard Knocks," offering viewers an intimate glimpse into the lives of key drivers. This approach not only deepened engagement but also heightened anticipation for each episode.
Social Motion Poster, Creative Director
Designer: Nancy Bell
Launch Promo :60
Creative Director, producer, copywriter
Partner: Alter Ego
The social media aspect of the campaign played a crucial role in building intrigue. Teasers provided tantalizing glimpses into the lives of featured talents, enticing viewers to explore the long-form content behind the paywall. This strategic approach cultivated a sense of exclusivity and fostered a community of dedicated fans eagerly awaiting each installment.
As the series unfolded, the episodic format capitalized on the serialized nature of the narrative, weaving together the drama of the racing season with personal stories and behind-the-scenes insights. This narrative structure heightened the stakes, leading to intense playoff and end-of-season showdowns that kept audiences on the edge of their seats.
NASCAR 2020: Under Pressure Social Videos
Driver Profile: Bubba Wallace
Driver Profile: Bubba Wallace
Driver Profile: Jimmy Johnson
Driver Profile: Ryan Newman
Driver Profile: Ryan Stenhouse
Social video series
Creative Director, writer, producer
NASCAR's 2020 Under Pressure campaign transcended traditional marketing boundaries, immersing fans in the adrenaline-fueled world of racing while tapping into its emotional core. With its innovative approach and compelling storytelling, the campaign left an indelible mark on the NASCAR landscape, solidifying its status as a cultural phenomenon with an Emmy award.
NASCAR 2020: Under Pressure Episodics
NASCAR Under Pressure Episode 1
NASCAR Under Pressure Episode 1
NASCAR Under Pressure Episode 4
