What do Coca-Cola and NASCAR have in common? Devoted, passionate fans, and a lot of brand synergies, which stands to reason given that Coke is the official soft drink of NASCAR.
The brands just teamed up for the “Coca-Cola NASCAR Trivia Game,” which generated over 500,000 total video views in June and nearly 20,000 “Likes” on Facebook.
Featured on the homepage of NASCAR.com and Yahoo.com, visitors were given multiple-choice questions from the last decade of the sport’s history, aided by NASCAR video highlights of memorable races and events. Players received points for each correct answer, redeemable for NASCAR Pit Shirts and DVDs.
The campaign was created by NTB Media, whose core product, “The A-Game,” is a pop culture challenge with music, videos and movie trailers — and NASCAR footage.
Brand spots placed side-by-side with premium content in a gaming environ delivers “performance-based engagement that is seamless and natural within an entertaining and rewards based environment,” according to NTB's Alan Hirsch.
“We think Coca Cola is getting an incredible brand engagement value with this application, as consumers are concentrating on their ad and message. Internet users typically wait (impatiently) for ads to finish, or worse, minimize their screen while ads play,” Hirsch adds. “With NTB’s patent-pending ad model, users are clearly focused on the ads, and subsequently, the advertiser’s message.”
Gaming and car racing are serious business, as Seahawks receiver Golden Tate recently learned with his comment that NASCAR drivers aren’t athletes. He had to backpedal very quickly, appearing on SiriusXM NASCAR Radio to say he didn’t mean them any disrespect.
“I will say this: NASCAR fans, do not mess with them," he commented. "Do not mess with them. They will eat you alive.”
Unless you engage them with compelling content on their own turf, as Coca-Cola can now attest.