- NASCAR Pole Position – Cover position timed and targeted for Bristol Night Race
- Eric Estepp’s Out of the Groove YouTube Channel – Interview with Fan Favorite Landon Cassill as he prepares for Bristol
Permatex has been a huge supporter of NASCAR and American motorsports for decades, and their paint schemes have become legendary among fans. To help activate their campaign around the Bristol night race this year, Permatex teamed up with Starcom Racing and NASCAR driver Landon Cassill for a special interview on Out of the Groove.
Check it out! 🏁🏁🏁https://t.co/JOwJxqZONg
— Eric Estepp (@EricEstepp17) August 13, 2019
Because the content had the full support of Permatex and Starcom, the Groovy Gang, a.k.a Eric’s dedicated audience of subscribers, were treated not only to an intimate interview with Cassill (covering everything from the importance of social media to changes in the official NASCAR schedule), but also premium production value, with the interview being shot right on the garage floor as Starcom crew were preparing their race cars.
The interview was timed to fit perfectly into Permatex’s campaign for Bristol, helping to drive users to their partner activations with AutoZone along with their positioning in NASCAR Pole Position magazine. While NASCAR is often seen as old fashioned when it comes to digital media, sponsors like Permatex are already ahead of the curve, integrating YouTube seamlessly alongside their race team partners, vendors and distributors, print campaign, and activations.