Through the process of our EchoPark Automotive and Speedway Motorsports collaboration, we were able to implement an influential marketing strategy. We had excellent responses from consumers and increased brand awareness from our traditional to digital marketing strategies.
With a turn-key media broadcast management system provided by Speedway Motorsports, Speedway was able to manage the media buy collaboration with Fox Sports providing EchoPark Automotive both local Fox, FS1 and Fox broadcast visibility with multiple different segments plus on air graphics, and intentional branding mention highlights.
EchoPark received a bonus live filming of the Pace the Pace car sweepstakes winner with Michael Waltrip to start the race broadcast and social media engagement on FOX NASCAR Twitter.
Fox Segments:
- FOX and FS1 Graphics Package
- Two Fox 30 second segments
- One Fox 60 second segment
- BONUS:
Fox – 1 live filming with Clint Bowyer and Michael Waltrip / Winner in the EchoPark street pace car during their 2 laps to start the race
Fox – Bowyer mentioned EchoPark at additional moments during the broadcast
1 social media post on Fox NASCAR Twitter on race day
Retweets: 13
Quote: 1
Likes: 56
Views: 54.9k
Audience Insights:
- Total Media Impressions: 3,806,638,749
- +123% increase in total media impressions YOY
- Total Media Value: $51,639,472.87
- +104% increase in total media value YOY
Broadcast Viewership:
- Avg viewers: 3.1 million Unique viewers: 5.9 million
- Digital visits: 1.7 million
Digital page views: 8.0 million - Digital video views: 571,000
- Social engagements: 555,000
- NASCAR ranked as the #2 sport of the weekend on TV, behind only the Men’s NCAA Basketball tournament
- Peaked with 3.9 million viewers tuned in
- Source: NASCAR, NASCAR Press, and The Neilson Company
Public Relations:
- Top sentiment for race weekend: Positive
- United States had the highest coverage of the race weekend
- States with the highest mentions: #1 Texas, #2 Virginia, #3 California, #4 North Carolina
- Reached a total of 13 countries outside of the United States
- Increase in all public and media relations tracking categories from 2022 results!
- Value of Coverage: $16 million
- Mentions: 25.6k Total Reach
UVPM: 17.6 billion
Reach: 5.8 billion - Top Media Coverage:
Online, consumers: 81.2%
Television station: 7.5% - Top Outlet – Reach:
MSN Sports
Reach: 6,245,295,661
Clips: 425
Publicity Value: $1,436,418.02 - Top Headline:
Outlet: Yahoo News
Reach: 136,475,913
Source: Cision, NASCAR PRESS, NIELSON COMPANY
