Facing declining numbers for NASCAR’s showpiece event we here at FOX Sports decided to reinvent the Daytona 500 as racings equivalent to Super Bowl Sunday. A multi pronged campaign aimed at casual fans and sports FOMO’s introduced the concept of Daytona Day with a strangely catchy launch commercial, partnerships with All Recipes, integrations with NFL on FOX and a successful viral video featuring racing legend Jeff Gordon.
Happy Daytona Day Commercial
Jeff Gordon Police Chase - Viral Video
Daytona Day Campaign Overview
CONCEPT / WRITING / CREATIVE DIRECTION / CAMPAIGN DIRECTION