With the 58th running of the iconic DAYTONA 500 (Sunday, Feb. 21, FOX) just weeks away, FOX Sports is all in, with a major rolling marketing campaign aimed at the social aspect of celebrating DAYTONA DAY with family and friends.
“Not unlike the phenomenon surrounding events like the Super Bowl and the Kentucky Derby, the Daytona 500 and its fans have their own set of rituals and traditions for the opening race of the NASCAR season,” said Robert Gottlieb, EVP of Marketing for FOX Sports, which started covering the DAYTONA 500 in 2001. “We saw this as an opportunity to amplify that atmosphere to a whole new level.”
Tapping into some of the most popular and familiar FOX assets, multiple promos are in different stages of development and release, with the FOX NFL SUNDAY crew kicking things off during the first round of the NFL playoffs last week: http://wdrv.it/1ZrLQnd.
A “HAPPY DAYTONA DAY” anthem, produced by Pereira & O’Dell and directed by highly sought after Joseph Kahn, premiered Sunday during the NFC CHAMPIONSHIP GAME on FOX and will be in heavy rotation over the next several weeks: http://wdrv.it/1PbVmtc.
Still to come, a Los Angeles “POLICE CHASE” spot with four-time NASCAR champion JEFF GORDON, who retired from racing after the 2015 season and makes his debut as a NASCAR FOX NASCAR analyst at Daytona, and some fun with THE SIMPSONS, as the citizens of Springfield show us all how they celebrate DAYTONA DAY.
An additional spot with GORDON, entitled “EVOLUTION,” explores the popular champ’s many looks over the years.
Fox Sports PR