NASCAR.com

Millions of Die-Hard Fans Means Big Business
NASCAR is the single largest money making sport in the US. It attracts legions of fans, almost 40% of whom are women, who go to races for the sights and sounds, and to catch a glimpse of their favorite driver. The drivers themselves have achieved a sort of celebrity status not found in any other sport, and adoring fans pay millions a year for memorabilia, clothing and subscriptions associated with their favorite driver.

Catching the Wave
When a particular driver is hot on the racing circuit, it could mean a huge payoff in marketing. Delivering timely content and advertising is the job of NASCAR.com, the official site of NASCAR. To cash in on the driver of the moment, Dale Earnhardt, Jr., NASCAR.com enlisted Jaymus to develop a series of banner and print ads to promote various NASCAR.com merchandise and services.

A banner ad centered around Dale Earnhardt, Jr. delivered the highest click-through rate for Speedweeks. | view live

The Results
The banner ad developed for Dale Earnhardt, Jr. delivered the highest click-through rate for Speedweeks. The ad generated an average of 818,643 clicks a day and yielded a 5.7% conversion rate, unheard of for this type of service.

A print ad in the Dale Earnhardt, Jr. series for NASCAR.com’s Fantasy Racing Guide.