The Challenge
NASCAR is an iconic American brand that appeals to people from all backgrounds, but members of the country’s diverse Latino communities have historically been underrepresented in the sport’s fan base. In tandem with the company’s historic Clash at the Coliseum celebration in Los Angeles, People First and NASCAR teamed up to build awareness, foster inclusion, and drive ticket sales among L.A.’s diverse and cross-generational Latino community.
Our Response
- People First’s analysis discovered that the Latino NASCAR community is in fact out there and eager to be seen, and while there are many different reasons for their love of racing, many were yearning for both greater representation in the races and closer community engagement with other fans.
- We learned that Latino Americans are proud of their heritage and are eager to both contribute to representation and to see themselves represented in the NASCAR stands and on the NASCAR track.
- People First invited Los Angeles-based Latino creators to “roll out the red carpet” and share what they love about L.A. and why they are excited about NASCAR’s Clash at the Coliseum event with a goal to drive brand and event awareness, enthusiasm, and ticket sales.
Results
- People First collaborated with NASCAR to facilitate and amplify 69 personal and emotional stories from cross-generational Latino residents of Los Angeles.
- These stories succeeded in raising NASCAR’s profile in both the Latino community as well as nationally, welcoming NASCAR and its drivers to L.A., fostering cross-cultural representation in the sport, and encouraging an unprecedented number of creators’ followers to buy tickets to the historic Clash at the Coliseum.
69
pieces of content
1,713,731
total engagements
8.45%
engagement rate
6,259,127
reach