Wednesday, February 6, 2008
"NASCAR In 30 Seconds" Features Rutledge Wood
The mysterious program that is lurking on the SPEED schedule at 9PM on Thursday night is called NASCAR in 30 Seconds. It is produced by the NASCAR Media Group, who last year was called NASCAR Images. It seems a lot of things have changed for 2008.
SPEED's Rutledge Wood is going to host this one hour program that is going to celebrate NASCAR's most memorable TV ads of the past, and then preview the new ad campaigns for 2008.
“NASCAR fans should really get a kick out of this show,” said Steve Craddock, SPEED SVP of Programming. “Fans get to see Kenny Wallace when he was just getting into NASCAR and a much younger Darrell Waltrip. They’ll also see legends like Richard Petty, Bobby Allison, and the late Dale Earnhardt make their pitches during a different time in history. Not to mention all the great ‘behind the scenes’ footage you will see during the show. NASCAR in 30 Seconds will appeal to fans of every generation.”
The show will also feature a bloopers segment and some behind-the-scenes footage that did not make it to air. The way that NASCAR is trying to integrate this commercial content into a full-length program is a mirror of the NFL's Super Bowl efforts.
In fact, the new NASCAR commercials previewed in this show will be posted on NASCAR.com on the day of the Daytona 500. Fans will be asked to go and vote for their favorite new commercial. Sound familiar?
The program is sponsored by Toyota, and culminates with an in-depth and behind-the-scenes look at Tony Stewart as he shoots his new 2008 Toyota commercials. The show will be re-broadcast several times by SPEED during the week before the Daytona 500.
The reaction to this TV show should be interesting. When Internet guys say things like "migrate content across several platforms" this is what they are talking about.
TV commercials become a show, then move to the Internet for you to see again, and finally they are aired in the product for which they were first created...the race on TV.
Just as we saw with several programs on ABC last season, the sponsorship pays for the creation of a "show" that is completely ad-driven. Regardless of the ratings, the idea is to heighten the visibility of "ad content" that was once just aired in the race and on the NASCAR TV support shows.
Just as we discussed on The Daly Planet last season, one of the biggest enemies of NASCAR commercial sponsors is technology. Isn't that ironic? People use DVR's, TiVo's and even their computer hard drives to record the races and then fast-forward through the commercials.
What they are trying to do is eliminate the commercial content and only view the program content. This specific problem is absolutely the best reason NASCAR should be driven to adapt the side-by-side commercial approach of the IRL.
By keeping the racing action (the program content) going on the screen continuously, it eliminates the ability of users to identify and fast-forward through the commercial content. It no longer exists. I am not sure why this concept is such a hard sell with NASCAR, where one hour of commercial and promo content in a three hour race is not uncommon.
It will be interesting to see how this show rolls-out, what it tries to accomplish, and just how well it is received. The Daly Planet will follow-up with a review on Friday.
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