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Nationwide Insurance has had a hand in NASCAR for the past 10 years. From more limited exposure in their earlier involvement to the $30 million yearly commitment as title sponsor for the past 3 years, the sponsorship has developed tremendously as the strategy, sport and market have evolved.
Moving NASCAR Fans to Nationwide Customers
Through ethnographic research, extensive consumer testing, affinity and strategic partnership efforts and a deep understanding of the sport itself, Nationwide's NASCAR campaigns have currently grown to be one of the brand's most successful integrated campaigns to date. All throughout this growth and evolution, one thing has been adamantly clear – success starts and ends with reaching and engaging the fans in a meaningful, effective way across all channels.
Moving NASCAR Fans to Nationwide Customers
Key Insights
• NASCAR® is more than a sport, part of their identity and upbringing
• Driver is direct reflection of self and on self
• Strong cultural bond based on values
• In-group/Out-group effect - can sniff out non-genuine interest from the outside
Driving Relationships With Roots
We will showcase the values of the Nationwide Insurance brand and their relevance to NASCAR®® fans. We will earn fan loyalty by demonstrating the deep relationships we’ve built - and are building - with drivers, the sport and the culture of NASCAR®®. In short, we will allow fans to see the Nationwide brand through the lens of NASCAR®® - their passion, their culture.
NASCAR 2011
Dale Jr.
“Crowd”
Dale Jr.
“Changes”
Product: Bundle & Save
Dale Jr. & Danica Patrick
“Go Long”
Product: Vanishing Deductible
Dale Jr.
“Changes”
Product: Bundle & Save
Dale Jr. & Danica Patrick
“Go Long”
Product: Vanishing Deductible
Dale Jr. Digital
Product: Bundle & Save
Dale Jr. & Danica Digital
Product: Vanishing Deductible
Dale Jr. Email Blast
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NASCAR.com Opt Ins
NASCAR.com Opt Ins
Social – Facebook & Twitter
Dash 4 Cash Sweepstakes
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