DAYTONA BEACH, Fla. (Aug. 26, 2013) – NASCAR will be featured in new advertising launching today as part of HP’s “Build a better enterprise. Together” marketing campaign, which highlights stories of collaboration and co-innovation. NASCAR’s story illustrates how the company worked with HP to create the Fan and Media Engagement Center (FMEC), which incorporates innovative technology that is transforming its relationships with fans and partners. The centerpiece of the campaign is a fast-paced, 30-second TV spot highlighting NASCAR as one of HP’s lighthouse customers and featuring NASCAR Chief Marketing Officer Steve Phelps.
The NASCAR-themed creative will air on national news networks including CNBC, CNN and FOX News, and will also appear in a wide range of print outlets such as Bloomberg BusinessWeek, Forbes, Harvard Business Review, The Economist, and Wired, among others.
In the latest example of the convergence of Big Data and marketing, this campaign brings to life how HP helps NASCAR make sense of the noise – juxtaposing the chaos of a NASCAR race with the order and precision the FMEC provides. The spot showcases how technology turns millions of tweets, posts and stories into business-impacting analytics.
“HP has done a masterful job, not only in partnering with us to create this cutting-edge tool, but in telling the story of how and why we developed it together,” said Phelps. “The amount of conversation and media coverage around our sport is staggering. Thanks to our Official Technology Partner HP, we’re now able to glean the insights we need to make more informed decisions that benefit our entire industry.”
“This is a true example of HP partnering with our customers to build a better enterprise,” said Susan Popper, Senior Vice President, Experience Marketing, HP. “We are excited to tell the story together with NASCAR.”
Filmed during the Coke Zero 400 powered by Coca-Cola, the TV spot is packed with night racing action at Daytona International Speedway and imagery of NASCAR’s famously brand-loyal fan base. It is produced by The Garage and directed by Brett Morgan, known for his documentary projects: “Rolling Stones Crossfire Hurricane” and “June 17, 1994” for ESPN’s 30 for 30 series.
The FMEC is state-of-the-art facility that enables near real-time analysis and response to traditional, digital, and social media. Housed in a 500-square-foot, glass-enclosed room outfitted with touch screens and digital displays, the FMEC is the focal point of the newly designed offices that house NASCAR Digital in Charlotte, N.C.