Coca-Cola’s relationship with NASCAR dates back to the 1970s, when it began sponsoring Hall of Famer Bobby Allison and various races. The soda brand has retained naming rights to the World 600 race since 1985 and formalized its relationship with the association in 1998, when it became the official soft drink of NASCAR.
That year also saw the launch of the Coca-Cola Racing Family, a list of top drivers sponsored by the brand that included everyone from Dale Earnhardt Sr. to Danica Patrick. To celebrate the racing family’s 25th anniversary, Coke brought together a handful of veterans for a “Legends” content series that would give the brand an opportunity to differentiate its social content from its traditional broadcast and in-person marketing avenues. retail.
“When we thought about the best way to accomplish this, it was simple,” said Al Rondon, senior marketing director of sports and entertainment at Coca-Cola. “Put a microphone in front of them, gather them together and let them tell their story.”
The result is a conversational content series featuring Kyle Petty, Dale Jarrett, Jeff Burton and Bobby Labonte and focusing on their legacy, their relationships with Coca-Cola and lighter topics, like the number one question they get : “What do you do when you have to pee in the race car?”
So far, the six-episode series (the final episode premieres today) has garnered more than 15 million views and an engagement rate of around 12 percent, surpassing the industry benchmark of three to five percent, according to Amy Creech, vice president of 160over90. The creative agency has been a longtime part of the Coke-NASCAR partnership — a relationship Creech jokes is longer than some marriages, a factor that has contributed to the program’s success.
“Honestly, we view it more as a family between us. I know it sounds a little cheesy, but it elevates the work and makes it better because there is a high level of trust and partnership that we have built over time. time,” she said.
Celebrating heritage through nostalgia
This partnership is unique in sports marketing. As big brands sought to latch onto the popularity of leagues like the NFL and NBA and their biggest stars, Coca-Cola’s enduring work with NASCAR – the racing family’s 25th anniversary coincides with the 75th NASCAR’s anniversary – helped bring attention to the racing association.
“Even though we would never say that, it was interesting, because in the content series you hear (the drivers) say, ‘When Coke came on board, the things they were doing helped legitimize the sport and to take it to a new level.’ level,” Rondon said.
To celebrate this legacy, Coke and 160over90 brought in legendary drivers – some of whom were part of racing’s first family in 1998 – who enjoy enduring popularity and relevance not only among NASCAR fans, but also among the brand’s current generation of drivers. The brand has used the Legends in internal and external experiential activations, such as having them serve as grand marshals for the Coca-Cola 600 or making appearances at bottling plants.
The content series began as a weekly conversation between the brand and agency and grew from there. Drivers logged on almost immediately, then put together as the agency captured videos, hours of raw content that was edited into one-minute segments designed for social media, where the clips were well received.
“We have received so much positive feedback on our social media regarding the return of these original family members,” Creech said. “We’ve all really underestimated how much people really crave nostalgia and how it’s so comforting to remember the past.”
Coke is no stranger to leaning towards nostalgiaparticularly for and around its iconic brand, and the “Legends” content series is offered to marketers at large – from McDonalds has the hole – have embraced nostalgia to engage with consumers who have faced a constant stream of bad news and crises over the past few years. For the content series in particular, nostalgia takes on an even deeper meaning in a sport where family heritage still matters: The year’s most popular driver, Chase Elliott, is the son of Bill Elliott, one original members of Coca-Cola Racing. Family.
“You think about that story of father and son – the first time we’ve had that within the (racing) family – and knowing how important it was for the Elliott family to have that bond,” Rondon said. “It was definitely one of those special moments for the program.”
