More Than A Logo Turning Left
Brands that are newbies to NASCAR sponsorship face a tough dilemma right away. That is, if you limit your spend to slapping a logo on the hood of a car, there are only two ways to get it noticed: win, or crash. Otherwise, you’re just another logo turning left at 180 miles an hour. That’s why companies who are serious about NASCAR sponsorship invest as many dollars outside the track as they do inside it. After signing up to sponsor a package of races with Joe Gibbs Racing, Farm Bureau asked Mad Genius for fresh thinking to get them noticed beyond the track.
To view all the videos created for this campaign, you can view them on our (totally awesome) YouTube Channel.
New To The Crew
Since the cost of creating a crowd-pleasing sponsor tent outside the stadium was, well… let’s just say “prohibitive,” Mad Genius recommended a branded website centered around a self-produced reality show and an omnipresent Agent Locator. Dubbed New To The Crew, the show drew racing fans to the site for an inside, entertaining look at the rigors of earning a spot on a real NASCAR pit crew team. Shot at Joe Gibbs Racing, each webisode featured our Senior Writer/Thespian Danny Dauphin (who didn’t know NASCAR from NASA) blundering through the trials of becoming a death defying, tire-slinging, oil-splattered professional pit crew member.
Putting More Under The Hood
Mad Genius fused the New to The Crew production with an arsenal of promotional materials for Farm Bureau Agents to use in their markets. With a :30 TV spot featuring Joe Gibbs, print, and radio spots featuring Joey Logano and Denny Hamlin, Farm Bureau had a compelling campaign to race circles around bigger brands.