MKTG has brought together two of TOYOTA’s major sponsorships in a never-been-done before manner. Before heading off to PyeongChang for the 2018 Olympic and Paralympic Winter Games, Team USA will make a few pit stops for TOYOTA along the way. In a concentrated effort ideated, developed, and executed by MKTG, TOYOTA is leveraging its Olympic/Paralympic partnerships and NASCAR assets to bring Team USA athletes to the race track. At four races during the NASCAR Monster Energy Nascar Cup Series Playoffs, Team USA athletes will serve as the Honorary Pace Car Driver and lead the field of race cars from behind the wheel of the 2018 TOYOTA Camry.
A robust and ambitious content capture plan was implemented, where every moment of each Team USA athlete’s race day experience was captured. Each Team USA athlete experienced TOYOTA’S at-track touch points, including worthwhile interactions with TOYOTA Racing’s top-tier NASCAR drivers. A fully integrated social media campaign was designed, including TOYOTA-owned channels (TOYOTA Racing, TOYOTA USA & Team TOYOTA) and partner channels (NASCAR, Tracks, Drivers and U.S. Speedskating), which included both organic and paid content.
As the Official Pace Car, the 2018 TOYOTA Camry, featured U.S. Olympic, U.S. Paralympic, and Team USA branding, further reinforcing TOYOTA’s commitment to both its motorsports and Olympic/Paralympic partnerships. With two Team USA-paced races already complete, MKTG will look to augment this unique program at upcoming race weekends.
The TOYOTA NASCAR & Olympic/Paralympic pace car program consists of the following:
- Chicagoland (9/16 – 9/17):S. Olympian and Team TOYOTA athlete Sugar Todd served as the honorary pace car driver for the NASCAR MENCS race at Chicagoland Speedway. Sugar Todd also took part in a content capture opportunity with Erik Jones, driver of the #77 TOYOTA Camry.
- Dover (9/30 – 10/1):S. Paralympian, and Team TOYOTA athlete Hannah McFadden served as the Honorary Pace Car Driver for the NASCAR MENCS race at Dover International Speedway. Hannah McFadden also took part in a content capture opportunity with Martin Truex Jr., driver of the #78 TOYOTA Camry.
- Charlotte (10/7 – 10/8):S. Olympian and Olympic gold medalist Hannah Kearney will serve as the Honorary Pace Car Driver for the NASCAR MENCS race at Charlotte Motor Speedway. Hannah Kearney will also take part in a content capture opportunity with Kyle Busch, driver of the #18 TOYOTA Camry.
- Kansas (10/21 – 10/22):S. Olympian and Olympic silver medalist Brian Hansen will serve as the Honorary Pace Car Driver for the NASCAR MENCS race at Kansas Speedway. Brian Hansen will also take part in a content capture opportunity with Daniel Suarez, driver of the #19 TOYOTA Camry.
Via:: MKTG Blog