Case study

NASCAR

NASCAR PEAK México Series

NASCAR PEAK México Series is the top category of motorsport in Mexico, with a vibrant history that went on pause in 2015. Its return in 2016 meant much more than getting back on the track: it was the chance to reconnect with thousands of fans, prove it was still relevant and put on an unforgettable show for race lovers and sponsors.

NASCAR Racing Fest Puebla: race cars in front of the volcano

What did we do?

At SpicyMinds, we developed a comprehensive digital strategy to accelerate NASCAR's return to Mexico, with actions designed to ignite excitement and fill the racetracks:

  • We generated creative, exciting and interactive content for social media.
  • We ran campaigns on Facebook, Instagram, X (formerly Twitter) and Google Display.
  • We strategically managed the official website and all its posts.
  • We led audiovisual production and graphic design for the digital channels.
  • We offered personalized service for ticket purchases, plus logistics support.
NASCAR PEAK México digital poster: Guadalajara date
NASCAR PEAK México digital poster: date 7 in Monterrey
NASCAR PEAK México digital poster: September 26 in Monterrey

Standout results:

Ignite excitement and fill the racetracks
  • A triumphant lap back to the digital and in-person podium: 289,051 attendees at 9 racetracks, breaking attendance records.
  • More than 1.3 million followers on social media.
  • 5.9 million interactions throughout the season.
  • 625 million impressions on social media and the website in 2018.
  • Trending topic in Mexico at every event.

Winners of the award for

Best 360 Digital Strategy in Latin America

at the LatamDigital Awards 2017.

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