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