Psychological Insight

NASCAR fans want the bragging rights to say they were where all the action happened.

RESHAPING AN ICONIC TRACK INTO A ‘GOTTA BE THERE’ EXPERIENCE

Every racing fan knows the name Talladega, but in recent years attendance had dropped way off. It no longer seemed to be as vital a destination as it once was so the speedway hired Intermark to help them shape a new urgency to visiting ‘Dega.

Brand Strategy: Convince racing fans that Talladega is a one-of-a-kind place where unique and exciting things happen. On the track, and in the stands, anything can happen.

Creative Idea: We had an iconic NASCAR fan tell his stories from Talladega and boast about all they witnessed. “I Was There” was a new kind of testimonial campaign in that it showcased not just the highlights on the track, but all the wild things happening in the stands too.

Marketing Results: The big race weekend drew nearly 22,000 out-of-state attendees while also increasing ticket sales

Involvement