Notes version tracktivation moving nascar fans to nationwide customers
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9/30/2011 1 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
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Transcript of Notes version tracktivation moving nascar fans to nationwide customers
9/30/2011
1
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
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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
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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”
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Dale Jr.
“Changes”
Product: Bundle & Save
Dale Jr. & Danica Patrick
“Go Long”
Product: Vanishing Deductible
Dale Jr.
“Changes”
Product: Bundle & Save
9/30/2011
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Dale Jr. & Danica Patrick
“Go Long”
Product: Vanishing Deductible
Web Advertising
Dale Jr. Digital
Product: Bundle & Save
Dale Jr. & Danica Digital
Product: Vanishing Deductible
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Dale Jr. Email Blast
Product: Bundle & Save
NASCAR.com Opt Ins
NASCAR.com Opt Ins
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Social – Facebook & Twitter
Dash 4 Cash Sweepstakes
2011 Code Spotter Sweepstakes
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CodeSpotter.com
Code Spotter Digital
Code Spotter TV
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Code Spotter Email Blast
Code Spotter At-Track
Code Spotter At-Track Street Teams & Game Cards
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Code Spotter At-Track VIP Prizes
Dale Jr. Print & Agent Level Materials
Product: Bundle & Save
Danica Print & Agent Level Materials
Product: Vanishing Deductible
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Dale Jr. & Danica Track Brochures
Product: Bundle & Save and
Vanishing Deductible
At-Track Mobile Display
At-Track Data Collection
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At-Track Showcar Display & Driving Simulator
At-Track Hospitality
2011 Show Car
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Show Car Hauler
Show Car Agent Level Materials
Show Car Hero Card
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Sponsorship Successes
• Awarded NASCAR’s Marketing Achievement Award in 2010
• Substantially increased unaided awareness over the three years of the sponsorship
• More than doubled at-track data collection in 2010 and increased leads by more than 200%; currently pacing 20% increase for at-track data collection in 2011
• Experienced 67% year over year increase in new policy growth
