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Nascar plans to launch a marketing stunt to build stronger loyalty among fans and sponsors in advance of its first race of the season, the Daytona 500.
Nascar will run the commercials of its marketers on its website before the spots air on Fox, writes MediaPost. The spots will also be seen on Nascar.com owner Turner Broadcasting’s site, www.veryfunnyads.com. Last year, Turner created an ad gallery on Nascar.com that launched after the race.
Director of business communications for Nascar Andrew Giangola says he believes that there will be a lot of web traffic the morning of the race, and adds that sponsors pushed for it.
Kraft will change one of its products for a sport for the first time in its history, imprinting the number 16 (for driver Greg Biffle) onto its Oreos.
Ads running during the Daytona 500 went for an estimated $500,000 for a :30 spot.
Nascar is the second-highest rated sport on television, behind the NFL, but ratings dropped last year after six straight years of improving ratings. Larry Novenstern, evp and director for national electronic media for Optimedia International, points out that ratings were bound to go down at some point.
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Fox…
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