Cars.com has a need for speed. The site has a deal with Turner to sponsor a series of videos on NASCAR.com that continues a campaign it launched with a
Super Bowl spot.
The custom-produced shorts tabbed “Track Drama” feature NASCAR rivalries, intensity on Pit Road and energy as the checkered flag drops. From a creative perspective, that would stand in contrast to the “All Drive. No Drama.” message in the Cars.com campaign, which seeks to promote the ease of shopping on the site.
Cars.com will also sponsor “RaceBuddy,” a second-screen option available on NASCAR.com during races with additional camera angles, in-car audio and social media interactivity. Coke, Coors Light and Mobil are also sponsors of the free offering.
Coors Light is sponsoring a NASCAR mobile app, along with Sprint and Toyota. “NASCAR Mobile ‘13” and a similarly named “RaceView” apps available globally have had nearly 1.4 million downloads since launching in February.
“NASCAR Mobile '13' includes live leaderboards, news, video and access to fantasy gaming. Sprint will sponsor interviews and behind-the-scenes footage.
In a refashioned deal running through 2016, NASCAR has taken control of the editorial and business aspects of its digital properties, with Turner continuing to oversee ad sales. Turner had managed the site since 2001.
TNT will begin its coverage of NASCAR with the Poconos race on June 9 and carry events over the ensuing five weeks.