• by Karl Greenberg , September 9, 2015

NASCAR gets that Americans love team sports, and that stock car racing tends toward the other end of the spectrum: a cult of personality around individual drivers. 

Thus, the organization is bringing back “Battle of Nations,” a national campaign to promote the 2015 Chase for the NASCAR Sprint Cup as a team sport. The effort, which includes the association’s largest social media campaign to date, also has a raft of new television spots, and interactive digital elements, including a partnership with USA Today Sports.

The effort focuses on the 16 Chase drivers’ race teams, all the way back to the automotive manufacturers as “nations” that aim to grow their fan bases for the NASCAR Sprint Cup Series championship, and, of course, win. The series starts at Chicagoland Speedway on Sept. 20, and will be carried by NBCSN, MRN and SiriusXM Satellite Radio.  

Social is key. The idea is to get fans, teams and sponsors to show support for their favorite Chase drivers and share content via #TheChase. The aspect involving USA TodaySports is a newly developed “NASCAR Fan Index” that aggregates social chatter toward weekly, online fan votes to help determine which Chase driver has the greatest nation. 

People can also make weekly predictions with “The Chase Grid Battle Powered by Bing,” and register to play the Quicken Loans $16 Million Perfect Grid Challenge. The promotion dangles a chance to win $16 million, and such prizes as a year’s worth of free mortgage payments.

With an eye on mobile, NASCAR says it is also launching its first-ever “Join the Battle” app, which has interactive Chase content. The app goes live for free download on Sept. 13 at the campaign’s microsite. 

And then there is grass roots, pretty much mandatory for NASCAR. The “Chase Across North America” program sends Chase drivers out to win fans to their nations leading up to the Sprint Cup. The multi-city media tour goes to all Chase track markets, among other locales, with the 16 Challenger Round drivers also appearing at the Toyota-sponsored NASCAR Chase Fest in Chicago. The event has live music, autograph opps, and all manner of fun and comestibles. 

Out of home includes big branding/signage at Chase racetracks, as well as print and digital assets. NASCAR says “Driver Nation” flags will be part of various campaign elements, digitally and on-site.