By Barry Janoff
February 27, 2017: To coincide with the start of the 2017 season, with new marketing partner Monster Energy at the forefront of Nascar’s Cup Series, the racing circuit has given the green flag to "Ready. Set. Race."
The multi-media campaign extends and energizes an effort that premiered last season, embedding Monster Energy’s "bold, edgy brand" into this season’s new round of creative.
"The 'Ready. Set. Race' campaign was so popular with our fans last year that we couldn't wait to bring it back with even more intense racing action," Jill Gregory, svp and CMO for Nascar, said in a statement. "The Monster Energy Nascar Cup Series creative is unlike any advertising we've ever done.
"Monster Energy has built a bold, edgy brand, so we wanted to deliver creative that first and foremost is Nascar but that also complements our new entitlement partner," said Gregory.
This past December, Nascar and Monster Energy unveiled a multi-year deal in which it became only the fourth company in Nascar history to have title sponsorship for the circuit’s top-tier race series, and also obtained status as the official energy drink for Nascar.
Monster Energy also holds race sponsorship to the Nascar All-Star Race.
"They can reach our core audience and help us deliver a new one," Brian France, Nascar chairman and CEO, said during a press conference when the alliance was unveiled. "They know how to (activate), and you will see that at every track. They will be impactful, exciting for our teams, drivers and fans.
"And we are doing things for them. We will give them a platform that they’ve never had," said France.
The "Ready. Set. Race" effort, on the heels of the Monster Energy deal, comes as sponsorship spend behind motorsports this year is expected to reach a record $5.75 billion, a figure that is more than 3% higher than 2016’s $5.58 billion but still lags behind the anticipated 4.5% growth in global sponsorship spend, according to research and consulting firm IEG, Chicago.
"Motorsports has proven to be a highly effective marketing platform," according to William Chipps, senior editor for the 2017 IEG Motorsports Sponsorship Report. "But concerns over the shifting political and economic climate globally could weigh on big-ticket sponsorship expenditures."
The Nascar effort broke this past weekend during the Daytona 500 with a lead 60-second spot, "A New Season," which features action from all three national series.
In addition, "Sensory Overdrive," which also breaks this week. Played out to Nascar action, a voiceover offers, "In a race that stimulates all five senses, you’re going to need every single one of them. Ready. Set. Race."
Additional TV spots will break throughout the season. The effort also includes print, at-track activation, Internet and social media at such Nascar platforms as Twitter, Facebook, Twitter, Snapchat, YouTube and Instagram, which also will include videos featuring Monster Energy Nascar Cup Series drivers during the 2017 campaign.
Among other elements, under its "Names Are Made Here" push, Nascar will air "The Path" promoting the Nascar Xfinity Series featuring the sport's up-and-coming drivers.
The "Ready. Set. Race" creative was developed in conjunction with agency partner 77 Ventures and director Gary Land.
How Nascar Energized Racing With Monster Energy Title Sponsorship
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