Mooresville, NC – Live Fast Motorsports announced today that The Daily Downforce and popular YouTube channel Out of the Groove will serve as the primary partners for B.J. McLeod and the No. 78 Chevrolet Camaro for the NASCAR Cup Series race on May 14 at Darlington Raceway.
The Daily Downforce (www.dailydownforce.com) is a motorsports platform that combines racing news with content created by some of the most popular independent motorsports content creators. The Daily Downforce’s integrated content platform spans multiple social media platforms, a single website, and generates more than 17 million impressions per month.
The No. 78 Podcast Party bus will feature the following content creators: Out of the Groove, The Iceberg, Black Flags Matter, Danny B Talks, The Garage Guys, and The Scene Vault. The first four creators also produce the popular podcast NWP, which is available for download on all platforms and also airs live on YouTube every Wednesday at 8 pm. ET.
“We are super excited to bring a community of content creators together in Darlington,” said Co-owner Matt Tifft. “Each one of them brings so much knowledge about NASCAR, while still being incredibly unique.”
“On behalf of all of the creators involved in The Daily Downforce, I am excited to bring our social media communities Cup racing at Darlington, said Eric Estepp, host of “Out of the Groove”. “Our communities feature some of the most diehard and loyal NASCAR fans in the world, so it is only fitting we take them racing on a Sunday. Racing with our brands on a Cup car is a dream come true for the entire Downforce team and we want to share a special thanks to Matt Tifft and B.J. McLeod and their team for helping make this happen”.
“We built The Daily Downforce as a means to curate and promote popular NASCAR content, and do it quickly and seamlessly like they’re used to,” said Josh Mull, editorial director for The Daily Downforce. “On dailydownforce.com, fans can find and share content that other fans are talking about, and join in on that daily conversation.”
The decklid of the Podcast Party Bus No. 78 Chevrolet will feature the names of 300 members of the content creators’ collective community, all of whom will pre-order the No. 78 Podcast Party Bus diecast. In addition to the diecast pre-order, a limited edition t-shirt set was produced to commemorate the partnership. This merchandise can be found at www.dailydownforce.com/partybus
The Goodyear 400 at Darlington Speedway is live on FS1, PRN, and SiriusXM NASCAR Radio (Ch. 90) on Sunday, May 14 at 3 p.m. EST.
Live Fast Motorsports:
Live Fast Motorsports is a single-car Chevy Camaro team based in Mooresville, NC., competing in the NASCAR Cup Series under the No. 78. The team is co-owned by B.J. McLeod and Matt Tifft. B.J. McLeod also serves as the team’s driver. Jessica McLeod, CEO of Live Fast Motorsports, gives a progressive outlook in breaking down barriers in the sport of NASCAR and inspiring opportunities for women in the sport for generations to come.
Out of the Groove
Out of the Groove is the No. 1 NASCAR News and Talk Show on YouTube. With fresh episodes produced five times weekly, Eric’s audience — the Groovy Gang — tunes in daily not only to stay up to speed, but also to be a part of the spirited and fun online conversation.
The Daily Downforce
The Daily Downforce is a mobile-focused content platform that is quickly becoming a dominant news and information source in the motorsports media ecosystem. The site combines the efforts of an efficient motorsports newsroom with the power of a team of independent content creators to cover topics fans are interested in talking about. www.dailydownforce.com
Last year, A.E. Engine and Out of the Groove began working on the next incarnation of the Weekly Viewer’s Guide. The end result of those talks was launched at the beginning of this season – The Daily Downforce!
The Daily Downforce is a hub for all things NASCAR, from contemporary digital content like news and information articles, to videos and podcasts from some of the sport’s most popular content creators, and even merchandise and collectibles for diehard collectors. The content covers all of the most important items to NASCAR fans, including news, lifestyle, betting, and industry issues.
The content is all tailor-made for the modern NASCAR audience – featuring a heavy usage of social media and quick, skimmable article formats – designed to match the media consumption habits of the typical fan today. The reach of this content is bolstered by partnerships with the biggest names in NASCAR digital content, bringing together several existing audiences to create a thriving community of daily content and conversation.
Here’s how the content strategy works –
- We track what NASCAR fans are talking about on social media, YouTube, Reddit, and more
- Content is created with a newsroom-style approach – with writers, community managers, and content creators collaborating on the daily news feed
- Everything is shared on user-friendly, uniquely designed interface to complement the reader where they are and how they want to consume
- And the entire platform is supported with a robust, constant social media presence.
From start to finish, the Daily Downforce curates the best conversations from across the fanbase, publishes it in a mobile-friendly and easily consumable format, and promotes it across the most popular social media networks frequented by NASCAR fans.
The Daily Downforce is a digital platform produced by a combination of news writers and content creators that engages with NASCAR fans where they are, keeping them informed and providing them with multiple viewpoints of the same topic. The presentation of the news is grounded in the facts and based on the genuine perspectives and viewpoints shared by the fanbase.
Northern Tool + Equipment Klutch Helmet Design Sweepstakes
Contest link: https://northerntoolandequipment.kickoffpages.com/
Legendary painter, Dave Perewitz, was commissioned to create three unique, custom-painted Klutch Welding Helmets for Northern Tool + Equipment. Which Klutch helmet would people vote for?
Well in order to find out, our friends at Northern Tool + Equipment turned to A.E. Engine for help.
The A.E. Engine video + animation studio team took raw video and crafted it into a video to promote the contest and the A.E. Engine digital team created an engaging online contest (with social media power ups to boot) to capture the fan vote. To amplify the contest, our YouTuber, Eric Estepp of Out of the Groove, interviewed Dave on his daily news show to further promote the contest.
This is the result: https://northerntoolandequipment.kickoffpages.com/
These days, just putting your mark on the side of a race car isn’t enough. If you want to really be a part of the NASCAR conversation – especially online – you’ll need content.
The Coming in Hot package allows companies to do just that. By partnering their brand with Eric Estepp on Out of the Groove, they can drive the conversation in the online fan community and truly activate their partnership with the race team. And not only that, but they can accomplish all of this FAST.
That’s exactly what Charge.Me did to announce their latest project with driver Chandler Smith.
Coming in Hot videos are designed for those few days heading into the race weekend. You’ve got your paint scheme wrapped, your fire suits squared away, but how do you get your branding directly into the online conversation?
Charge.Me was able to activate their partnership with Chandler in just 48 hours. Conversations began on Wednesday, the interview was filmed on Thursday, and the video went live for fans on Friday afternoon.
With just a little discussion and scheduling, Charge.Me was able to pull in over 43,000 views on YouTube before the green flag even waved at Knoxville Raceway. For perspective, the raceway itself only seats 20,000 fans.
Chandler was able to speak directly to fans, and they responded with overwhelming positivity –
Coming in Hot videos utilize specially blocked schedules that not only allow our clients to act quickly, but also to provide them with several options to best tell their story to the online fanbase. In addition to the driver interview episode above, options for Coming in Hot sponsored segments, dedicated episodes, and paint scheme reveals are also available.
If you need to activate your race weekend campaign FAST, Coming in Hot is your best option for reaching the online NASCAR fanbase.
The A.E. Engine & Out of the Groove platform is a way for NASCAR fans to engage and stay up to date with their favorite online community across media and devices. The platform combines YouTube, social media, podcasts, email, mobile news, and even the classic NASCAR Pole Position Magazine. Fans will be able to consume and interact with content from their favorite creators anytime and anywhere they want.
The way it works starts with each piece of the platform producing its own unique and authentic NASCAR content, whether it be a feature article or a YouTube video or a podcast episode. Those unique pieces then all connect to each other, providing fans with endless options to engage with the community as they want. Listen to the podcasts and you’ll find out about the weekly viewer’s guide. Read the viewer’s guide and you’ll find out about the YouTube channel. Watch the YouTube channel to find out the latest cool story in NASCAR Pole Position. All of the pieces connect.
The platform was created to answer the needs of our clients for a complete NASCAR marketing package. The platform allows our clients to reach the toughest audiences in modern media – the young, always online crowd – and not only reach them once, but to touch every piece of content they engage with in the space. These are not programmatic buckets of eyeballs, the platform allows our clients to directly support the authentic, creative content that the NASCAR online audience loves.
OOTG on YouTube
Eric Estepp’s Out of the Groove YouTube channel leads the way on the platform. Out of the Groove is the #1 NASCAR news and talk show on YouTube. Eric’s audience, the Groovy Gang, tunes in every week to stay up to speed and be part of the online conversation. Drivers and VIPs stop by all the time, including Jordan Anderson, Matt Kenseth, Hailie Deegan, and more.
With over 140,000 subscribers and videos nearly every day of the week, Out of the Groove is the perfect starting point for the NASCAR online community.
Check out these awesome episode examples:
- Lionel Racing Activates NASCAR Partnerships on Out Of The Groove
- Alka-Seltzer Drives Customers to Retailers with Out Of The Groove
- Swann Security Creatively Demonstrates Product on Out Of The Groove
- Lionel Racing Finds New Creative Content Opportunities on Out of the Groove
Learn more about Out of the Groove and YouTube here: https://polepositionmag.com/ootg/
OOTG Podcast Network
The Out of the Groove Podcast Network is an ever expanding collection of NASCAR podcasts, each one offering unique content and individual, authentic voices from the NASCAR community.
The “NASCAR Weekly Podcast” features YouTubers Eric Estepp, Danny B Talks, the Iceberg, and Black Flags Matter every week live on YouTube. Each episode they interview NASCAR drivers and VIP, as well as spotlight important creators in the online community. The audience participates live in the chat room as the hosts review the last race in-depth, and then give their takes on the race to come.
The “A Lifetime in NASCAR” podcast features NASCAR writers and historians Aaron Clay Burns and Ben White taking a look at the current events of the sport through the lens of the past. They share anecdotes from their lifetimes covering the sport, including the King Richard Petty demanding an audience over one of their articles, and what it’s like hanging out in Japan with none other than Dale Earnhardt.
The network continues to expand, and new shows will be premiering soon. The network format allows our partners to reach the entire NASCAR podcast audience consistently each month, no matter how large the network grows.
Click here to find out more about the podcast network, and listen to a recent show here: https://polepositionmag.com/ootg-podcast-network-media-kit/
OOTG Weekly Viewer’s Guide
One of the most exciting pieces of the platform, the Out of the Groove Weekly Viewer’s Guide is Eric Estepp’s takeover of the digital magazine formerly known as ROAR! But it’s not just the name. As Editor in Chief, Eric is making big changes across the board.
The format of the magazine is now custom built for mobile platforms, with responsive content on any iOS, Android, tablet, Mac or PC. All of this is done without any compromise to the premium magazine experience, and further adds even more ways for our clients to engage directly with the readers. Advertising, and all messaging for that matter, also utilizes dynamic design, animation and videos. This will allow the magazine to interact with fans in a new and exciting way.
The content is also changing, with Eric working directly with the writers to create exclusive cross-media content bridging the weekly viewer’s guide together with YouTube, podcasts, and more. But don’t worry, everything fans loved about ROAR! will not only remain, but be expanded even further. The viewer’s guide will still be the easiest, most convenient way to get a bird’s eye view of the NASCAR online community, but will also feature even more creators and influencers from around the NASCAR community.
Learn more about the Weekly Viewer’s Guide here: https://polepositionmag.com/out-of-the-groove-viewers-guide/
A.E. Engine NASCAR Marketing Platform
All of these exciting new digital content channels are also fully integrated with the rest of the A.E.’s NASCAR marketing engine. Our clients are already working with us on activations across the Out of the Groove platform, the Driver Partnership Program, Trackside Events, and of course, NASCAR Pole Position, the officially licensed NASCAR magazine.
NASCAR Pole Position will also be integrated with the Out of the Groove platform, featuring content offering more ways for fans to engage with the sport online, spotlights on the best NASCAR creators out there, and more content on the cutting edge of NASCAR, like iRacing and esports.
Learn more about the entire Platform here: https://polepositionmag.com/media-kit/
To discuss ways to engage your brand on the Out of the Groove platform, please contact Craig Baroncelli at [email protected]
Having been a supporter of NASCAR media since 2018, K-Seal understood the valuable role that content played in the success of a NASCAR marketing campaign. When they decided to increase their investment in the sport, they not only chose an authentic representative in Jordan Anderson, someone who has personally used their products before, but a driver who has built his own brand around creating the same kind of engaging, fan-focused content that K-Seal has been creating in NASCAR for years.
The media campaign we created for K-Seal and Jordan Anderson was therefore designed to maximize these strengths of content and authenticity.
The first step, a week out from the race, was the press release.
Welcome to the team @MrKSeal 🏁
Looking forward to showing you guys the full paint scheme soon! pic.twitter.com/IDXisgJhWT
— Jordan Anderson (@j66anderson) February 7, 2020
Jordan’s conversation with Eric, the most popular NASCAR YouTuber with over 100,000 subscribers, also led into the next piece of the campaign – the paint scheme reveal.
You weren’t kidding when you mentioned a big splash of orange! That thing is going to POP under the lights this Friday! https://t.co/NdsHBrzvsk
— Eric Estepp (@EricEstepp17) February 11, 2020
Branded Social Media
By now the race was only a few days away. This kicked off the next stage of our campaign, and Jordan showed off his specialty of engaging fan content on social media, unleashing a daily drumbeat of photos and videos covering the journey for his audience.
Content like this.
— Jordan Anderson (@j66anderson) February 11, 2020
Next Stop ➡️ Daytona pic.twitter.com/bIrdzcndKh
— Jordan Anderson (@j66anderson) February 11, 2020
And also this.
And it begins! Rolling through tech inspection. 👍🏼 pic.twitter.com/GtMIkqQthx
— Jordan Anderson (@j66anderson) February 13, 2020
And it all finally culminated with his last content before the race.
— Jordan Anderson (@j66anderson) February 15, 2020
And that should have been about where our story ends. Nothing left but to tally up all the TV time from the race. And thanks to Jordan’s unique strategy of incorporating his YouTube friends, our content campaign for K-Seal was already set to cruise past their estimated target of 2.5 million impressions.
All in all, it was a highly successful content partnership between Jordan Anderson Racing and K-Seal. At every step of the way, we made sure K-Seal was incorporated into the content and made a part of the show. And the audience was no random bucket of internet eyeballs, all of the content was focused on authentic NASCAR fans who recognize and engage with the sponsors who power their sport.
The End? Not even close.
If you’ve been following along with Jordan Anderson Racing lately, you might have guessed his journey was going to go farther than a few million impressions. You might have read about his new crew chief in NASCAR Pole Position, or you might have seen his tweets about a new partnership with AM Racing. You might have even picked up on some of his strategy from his interview on Out of the Groove.
Certainly that’s what NASCAR fans were finding when they rushed to their computers and started frantically Googling “Jordan Anderson” on Friday night after his spectacular second place finish. His final stretch battle with race winner Grant Enfinger was enough to send his story viral.
He might have not won the race, but he won the hearts of many.
— NASCAR Gander Trucks (@NASCAR_Trucks) February 15, 2020
This was a perfect storm of exposure. This highlight video and other stories sat on the front page of NASCAR.com for three days thanks to rain delay. Further, it was the biggest three days of the entire season, with everyone who came to the site for times, channels, and so on all greeted with the blowout highlights from Friday night.
The hard numbers on these videos are fantastic, with every viewer spending a long time with the branding, every video getting over 80,000 views, and there being dozens of these highlight and interview clips out there.
But more importantly, what was the impact for K-Seal? The final numbers for the weekend were around 16,000,000, over six times the initial goal. But who are those people? These were all NASCAR fans. Normally we talk about them in clinical percentages, the 94% of fans who identify their favorite driver with their sponsors and so on. But K-Seal’s partnership with Jordan Anderson Racing got to see this supportive community in action.
Following Jordan’s stunning performance, fans rushed to social media to show their support. Not just to Jordan Anderson, but to his sponsor, K-Seal.
“Thank you for supporting Jordan,” one says, “thank you for coming into the sport,” says another. One even goes so far as to say “I’ll be buying K-Seal tomorrow hoping it stops a small head gasket leak on my truck.” And no, that kind of direct conversion isn’t unique. Some even reached out to Jordan directly to say the same.
This is the power of a NASCAR campaign built on authenticity and content. K-Seal helped create a huge amount of engagement and excitement online leading up to the race, and had laid a perfect foundation of media for when their moment went viral. And all of it was focused on a fanbase that wholeheartedly rewards this kind of investment in their favorite sport.
And the campaign continues, with pre-orders
already under way massively successful for the limited edition diecast, along with a continued content campaign in the next issue of NASCAR Pole Position. The 1:24 diecast will be available online, and the 1:64 diecast will be sold at Walmarts around the country starting in October – all featuring the spectacular K-Seal paintscheme.
- Web: 10,000,000
- Social: 2,500,000
- TV: 3,500,000
- TOTAL: 16,000,000