Whistle Sports Puts NASCAR in the Social Video Race

/ Mar 8, 2016

NASCAR Goes West Whistle Sports

NASCAR is wildly popular in many parts of the country. But stock car racing league has some blind spots, demographically-speaking: only 9% of its audience made up of millennials, ages 18 to 34. As any modern marketer knows, that’s a major issue.

To help remedy that problem, NASCAR has engaged Whistle Sports Network to develop a series of digital videos to tie-in to “NASCAR Goes West” series of races in Las Vegas, Phoenix and Fontana, California, running through March 20.

Whistle Sports has a network of more than 300 YouTube channels and aggregated social reach of 140 million across platforms with partners that include big names such as the NFL, the PGA Tour, Major League Baseball, Major League Lacrosse and Sky Broadcasting.

“NASCAR saw some of the work we’ve done recently with brands,” said Nate Gaines, Whistle Sports’ VP of business development. “They said you guys are doing a very good job with that young, engaged, millennial, tech-savvy, mobile-first generation, and we think there’s a way for you to work with us and help tell our story to a younger audience that may not have been exposed to it.”

For its “NASCAR Goes West” initiative, Whistle Sports is pairing digital influencers such as YouTubers Scooter Magruder and Venom Trickshots with drivers including A.J. Allmendinger, Kasey Kahne and Daniel Suarez in humorous clips and sharing them across multiple platforms — – Facebook, Twitter, Instagram, Vine, YouTube and NASCAR.com – as well as doing live Snapchat takeovers.

“What’s so cool about how this platform approach works is you can tease something on Snapchat, it’ll build excitement for it before it winds up on a different platform, and then it winds up someplace else, as well,” said Brian Selander, EVP of Whistle Sports. “From one shoot, you can create five or six different cuts of the same thing on five or six different platforms, which makes tremendous business sense for both the league and the creators, and you get to enjoy it multiple times across multiple places if you’re a fan.”

Tags: ,


Matt “Hoss” Hosseinzadeh

The Weird Parkour ‘n’ Pick-Up World of the MattHoss,...

 
Algorhythm New Form Digital Above Average Craig Benzine WheezyWaiter

Here’s What Taking an “Above Average” Approach...

 

Weekly Streaming Video Release Schedule – Updated 5.27.16

 
Crave Logo

Social App Platform Crave Partners with Nordic MCN Splay Networks

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
Rohan_Castelino_VideoInk_300x250

Billboard Music Awards: How Publishers Drive Digital Video...

 
Shout Factory

Shout! Factory in the Family Way with ‘Boxcar...

 
Vitaly Zdorovetskiy From Tresspassing to Terrorism YouTube Pranks Backfiring with Busts

From Tresspassing to Terrorism: YouTube Pranks Backfiring with Busts

 
Hulu Logo

Hulu and ITV Go Straight to Series with ‘Harlots’

 
AmazonBox

Amazon’s New Pilot Season Gets Bookish with F. Scott...

 
SubscriptionStreaming_300x250_VideoInk

Is “Wallet Share” for Subscription Streaming...

 
Victorious launches mobile apps with The Young Turks, Ryan Higa

Victorious Raises $25 Million But How ‘Victorious’...

 
Bad Internet CollegeHumor YouTube Red

CollegeHumor Finds Laughs in Dystopia with YouTube Red’s...

 
Bryce Clemmer Digital Video Measurement

Digital Video Measurement is Imperfect. So What?

 
Go90

Inside go90’s Content Strategy Part 2 — Sports and...

 
MakerLogo2015

Shows on go90 – Teen Drama, Comedy, Gaming

 
StyleHaul Logo

Shows on go90 – Talk Show, Fashion/Beauty, Reality Series

 
GO90

Inside go90’s Video Strategy — A Product Evolution...

 
Lloyd Ahlquist EpicLLOYD Epic Studios

EpicLLOYD’s Kinda Epic Journey from Pitch to Production...

 
goproaerial

GoPro and Red Bull Tighten Bond with Global Deal – Does...

 
BrandedTVLogo_VideoInk_300x250

In-House Content Studios: Same Name, Different Capabilities

 
Snapchat Article Header

Snapchat Is Getting 10 Billion Video Views A Day. Now What?

 
PrankvsPrank-Jesse-Whalen-Jeana-Smith-Split

PrankVsPrank’s Jesse Wellens, Jeana Smith Hit Pause On...

 
Get The Look  Metallic Chic Eye Makeup by Maybelline branded content

Do This Yourself: Why Branded DIY Videos Are Still a Big Opportunity

 
Adam Wescott Select Management Group Select Next

Building Better Opportunities for Digital Influencers with...

 
Screening Room

Weekly Streaming Video Release Schedule

 
oculus faux leak

Let’s get Real about VR — the Content & Distribution...

 
Supergravity-Evan-Weiss-Red-Sun-Entertainment

Supergravity Pictures, Evan Weiss Form Talent Management Brand...

 
All-Def-Digital-NBC-SeeSo-Content-Deal

All Def Digital Teams With SeeSo For Original Content Deal

 
VidCon-2016-Beauty-Lifestyle-Content-Salon

Kandee Johnson, MyLifeAsEva To Talk Fashion, Beauty In...

 
NewFronts Image 2015

Newfronts 2016 Programming Cheat Sheet

 
PetCollective

A Year Later… How The Pet Collective Has Blown Up With...

 
indmusic

Live Nation Acquires INDMUSIC

 
Google Daydream VR

Google Bringing VR Platform Daydream to New Android Operating System

 
Cinedigm Logo

Cinedigm Buying StoryBox.tv Content for Dove Channel OTT Service

 
Instant Time INc.

Will Time Inc.’s Branded ‘New Famous’ Platform...

 
NBA Playmakers

Are the NBA and BroadbandTV Pulling a Tom Sawyer with New...

 
cutting the cord

Tearing Down the Wall – Why Television May Just Kill the...

 
PepsiCo Creative Lounge Studio

PepsiCo Pops Open Creators League Studio Facility with AOL and...

 
TMBI_VideoInk_300x250

Trusted Media Brands Delivers Strong First Newfront

 
digital-content-newfronts

Strengths and Weaknesses at the NewFronts