Wednesday, October 07, 2009
NASCAR advertising model
For instance, the current model might have an ad for Skoal chewing tobacco right next to one pitching time-shares at trailer parks. While chaw and easily-demolished-by-wind houses are indeed both popular with the NASCAR audience - the two appeal to different age groups within that broad swathe of society. While the Skoal ad may appeal to the +55 female segment, younger males are more likely to be thinking of buying a trailer home to use as a hunting camp.
Almost by definition then, the current NASCAR advertising model alienates and confuses the intended user base. This view was confirmed by long-time NASCAR fan Bubba Hendricks when interviewed at the Daytona 500. "Damn straight I'm confused by all those ads. Sometimes I don't know if I'm supposed to be buying cigarettes or a huntin' rifle. And as for 'alienated', well Heck don't get me started on those illegal aliens!"
Imagine an alternative.
Imagine a world where individual race fans, instead of being visually bombarded with simply-worded ads targeted at their collective seat-mates - were instead able to advertise their own buying interests & tendencies - these interests, once collected & interpreted, mediating the fans interactions with the marketers by determining what ads they would see on every available square inch of the (interminably counter-clockwise traveling) cars.
For this vision to become a reality requires mechanisms by which
1) fans can advertise their buying preferences
2) marketers can tailor the ads they display to suit individual fans
The technology pieces are coming into place. Google's knowledge of surfing habits, a smart phone with video camera, and augmented reality technology will together ensure that NASCAR fans need no longer be forced to view ads for malt liquors other than their preferred brand.