NASCAR on TNT Summer Series uses multiplatform campaign


Turner Network Television has joined forces with Hall of Fame rockers AC/DC to feature the band’s single “T.N.T” as the network’s theme song for its 2010 NASCAR Sprint Cup Series coverage. The song will serve as the primary musical bed for all six of TNT’s races, which begin with the Gillette Fusion ProGlide 500 presented by Target on Sunday, June 6 in Pocono, Pa., as well as for the network’s multiplatform marketing campaign surrounding its exclusive race coverage, which includes a presence on social media, print outlets, national television, local radio and print. The song has been rereleased on the band’s latest album, AC/DC: Iron Man 2 which features 15 of the band’s classic songs.
The network’s full-length NASCAR video featuring “T.N.T.” will make its television debut on 5/25 during TNT’s exclusive coverage of Game #4 of the Western Conference Finals on the Emmy-award winning Inside the NBA post-game show. Additional multiplatform assets will include online promotion on NASCAR.COM and Yahoo! NASCAR as well as video ads on the social media site Facebook, print ads in USA Today and NASCAR Illustrated, sports talk radio live reads, spot radio in select markets, a national satellite buy among various networks and spot television ads during regional sporting events and across the Turner-owned networks including TNT, TBS, CNN and truTV.

Turner’s Megan Bondi also tells RBR-TVBR:
–          Media includes radio spots (:60 spots and :05 adlets) and DJ endorsements running in our target markets
–          Radio Spots will highlight AC/DC’s classic hit “T.N.T”.
–          Markets include Tampa, Raleigh, Birmingham, Jacksonville, Nashville, Richmond
–          Formats include Sports Talk, Classic Rock, Country, News Talk
Turner Sports will also unveil for its 2010 NASCAR on TNT Summer Series the “TNT Million Dollar Fan Challenge,” a weekly event on NASCAR.COM that allows fans the opportunity to win up to $1 million each week of TNT’s coverage.  Fans will have the chance to select the drivers they think will be the top 10 finishers in each race. Should a fan correctly select the top ten finishing drivers all in their proper finishing order, the fan could win up to $1 million (if more than one fan selects the correct finishing lineup, they will equally share the million dollar prize).  The game will open for upcoming races on the Wednesday after each previous raceday and will not close until 25% of the present week’s race is complete, allowing participants to change their line-ups for a portion of the race. Fans have six chances to win as they can pick the top 10 finishers for all six of TNT’s NASCAR Sprint Cup Series races.