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When the yellow flag goes up during NASCAR races, racing stops and fans become disinterested because their drivers aren’t actually driving.

So, to help them reclaim more racing entertainment, we created the NAPA Caution Channel. Each time the universally loathed yellow flag was raised at select events, the NAPA Caution Channel went live on the @NAPARacing TWT account with exclusive content featuring the driver of the No. 9 NAPA Chevy Chase Elliott.





Case Study



Video Content Examples that played during the “NAPA Caution Channel.”

NAPA Jack Stands

NAPA Speed Sells: Jack Stands from Patrick Farrell on Vimeo.



NAPA NIGHTVISION Capsules

NAPA Racing Speed Sells: NIGHTVISION Capsules from Patrick Farrell on Vimeo.



NAPA Legend Batteries

NAPA Racing: Legend Batteries from Patrick Farrell on Vimeo.



Left Turns

The More You Know How: Left Turns from Patrick Farrell on Vimeo.



Hurricanes

The More You Know How: Hurricanes from Patrick Farrell on Vimeo.



Downforce

The More You Know How: Downforce from Patrick Farrell on Vimeo.




RESULTS:

1.2M Video Views
653% Total Views Increase V. Normal Race Day View Count
323% Increase in Engagement V. Normal Race Day Engagement


PRESS:

https://beyondtheflag.com/2018/03/23/nascar-napa-auto-parts-launch-caution-channel-twitter-stp-500-martinsville/

https://pitstopradio.net/2018/03/23/martinsville-napa-auto-parts-caution-channel-to-entertain-fans-during-caution-laps/

http://www.nascarracemom.com/2018/04/chase-elliott-and-napa-entertain-fans.html

https://www.motorsportal.com/nascar-napa-auto-parts-to-launch-caution-channel-on-twitter-for-stp-500-at/9280399





Art Director: Matt McNary


“Not Terrible.” — Mark Fenske