Welcome
2020 Retail Weekend Recap
Welcome
2020 Retail Weekend Recap
Welcome back to the track
On Sunday, May 17th, NASCAR returned to the track at the Darlington Real Heroes 400, becoming one of the very first professional sports to return to their main stage after a lengthy closure. NASCAR, FOX and the greater community supporting the sport followed carefully thought out precautions to prioritize safety, as they always do. The Wall Street Journal featured the starting lap on Monday’s (May 18) front page.
The race was the most watched competitive sports event on TV since the 2020 Daytona 500, and the most watched non-Daytona NASCAR Cup race since 2017 (Atlanta) with 6.32 million viewers tuning in. This equated to six markets growing their NASCAR viewership by at least 100% compared to the last race before the shutdown.
There was 6.32 million viewers for Sunday’s race (up from 5.5 million Vegas race)
Six markets grew their NASCAR viewership by at least 100% from Sunday’s race compared to the last NASCAR race (Los Angeles, San Francisco, Chicago, Philadelphia, Milwaukee and Providence)
The conversation is still heavily focused on charity initiatives, so we will continue to push Feeding America for the next three NASCAR races
People are ready to get back to their normal lives, we will continue to see more brands activating around “getting back on the road”
total viewers • May 17 • Darlington
6,323,000
total viewers • May 20 • Darlington
2,080,000
total viewers • May 24 • Charlotte
3,960,000
key market ratings growth
Los Angeles • 150%
San Francisco • 130%
Chicago • 127%
Philadelphia • 112%
Milwaukee • 100%
Providence • 100%
Joey Logano Announcing Shell’s Feeding America Initiative
Shell is also providing 2.5 million* meals to help fight hunger in communities in need via a direct donation of $250,000 to Feeding America®. But for Fuel Rewards Program Members - all they have to do is go to fuelrewards.com/moreforgood and they will also have the opportunity to make a donation to Feeding America themselves. Just $1 helps provide at least 10 meals secured by Feeding America on behalf of local member food banks.
To date, Shell in the US has contributed more than $2 million to support COVID-19 relief efforts across the country. The Feeding America logo will be carried on the No. 22 Shell-Pennzoil Ford Mustang race car at the next three NASCAR Cup Series events (Darlington 5/20, Charlotte 5/24 & Charlotte 5/27).
Video Views
34,000
Media Engagement
Media Engagement
Media Engagement
Media Engagement
Social Media and Media Coverage
The motorsports media was excited to cover racing again along with the numerous initiatives the community has started to provide relief. Shell received positive feedback for their work with Joey Logano, Team Penske and Feeding America on opening weekend.
The race was the most watched competitive sports event on TV since the 2020 Daytona 500, and the most watched non-Daytona NASCAR Cup race since 2017 (Atlanta) with 6.32 million viewers tuning in.
We know they’re quick, but can they draw? Vote for the winner of the Talent Showdown - Quickdraw Edition
— Shell Stations (@Shell_OnTheRoad) May 15, 2020
Six markets grew their NASCAR viewership by at least 100% yesterday compared to the last race before the shutdown:
— Michael Mulvihill (@mulvihill79) May 18, 2020
Los Angeles 150%
San Francisco 130%
Chicago 127%
Philadelphia 112%
Milwaukee 100%
Providence 100%
A big day for live sports … @NASCARonFOX returns in style.
— FOX Sports PR (@FOXSportsPR) May 18, 2020
Next NASCAR Cup Series race: Toyota 500, Darlington Raceway
Wednesday, May 20 | 7:30 PM ET | FS1 & FOX Sports app pic.twitter.com/9maSAkje6E
View Sports Media Watch Coverage >
Check out this video by @joeylogano regarding what @Shell_US is doing this weekend @TooToughToTame to bring attention to @FeedingAmerica and how you can help too! pic.twitter.com/UKRMw6biIc
— Shell Racing US (@shellracingus) May 15, 2020
A look at Monday's #Philadelphia Daily News sports back page cover (@PhillyDailyNews@PhillyInquirer)
— Luke Reasoner 🏡 (@lukereasoner) May 18, 2020
>>> SUBSCRIBE HERE:https://t.co/DnGW2LbYPy#Coronavirus #76ers #NASCAR #COVID19 #Darlington #NASCARIsBack #zoom pic.twitter.com/o6wkCv6BDl
Check out @josefnewgarden as he draws @h3lio in the Talent Showdown: Quickdraw Edition. Don't forget to vote for your favorite drawing! pic.twitter.com/TLuvGfWvqn
— Shell Stations (@Shell_OnTheRoad) May 15, 2020
Yesterday's race was the most watched competitive sports event on TV since Daytona 500, and most watched non-Daytona NASCAR Cup race since 2017 (Atlanta).
— Adam Stern (@A_S12) May 18, 2020
➖ Top five markets:
1) Greensboro - 9.5
2) Charlotte - 9.1
3) Indy - 8.9
4) Nashville - 6.7
5) Jacksonville - 6.4 pic.twitter.com/7MVo61KKou
View NBC Sports Coverage >
To all the COVID-19 Frontline workers, Thank You for all that you’ve done for us! This weekend, we race for you!#NASCARisBack #TheRealHeroes pic.twitter.com/vps2gShX1w
— Joey Logano (@joeylogano) May 15, 2020
Shell Leverages NASCAR and Team Penske Relationship to Advance Support of Feeding America – Pit Stop Radio News https://t.co/bQuLgCckKY
— Tim Disspain (@tdlineman) May 15, 2020
Joey Logano is honoring ER RN Aaron Allred of Desert Springs Hospital in Las Vegas on the No. 22 today! https://t.co/wa6rE0VBga
— Las Vegas Motor Speedway (@LVMotorSpeedway) May 17, 2020
We have teamed-up with @FeedingAmerica to provide 2.5 million meals to impacted communities of COVID-19. Let’s help fight hunger together! You can make a donation by visiting https://t.co/2wxQeWGaC3. #FeedingAmerica https://t.co/xSB1qqyiID
— Shell Stations (@Shell_OnTheRoad) May 15, 2020
Watch as @h3lio draws @josefnewgarden in the Talent Showdown: Quickdraw Edition - don't forget to vote for your favorite! pic.twitter.com/mEf0m5TUSH
— Shell Stations (@Shell_OnTheRoad) May 15, 2020
6.32 million viewers for Sunday. .... for some comparison, Vegas was 5.5 million, California was 4.78. million ... first 20 laps of Sunday Daytona 500 was 10.935M .. #nascar @NASCARONFOX https://t.co/9ibtvIrTmV
— Bob Pockrass (@bobpockrass) May 18, 2020
View Yahoo Sports Coverage >
Recommendations
Suggestions
Recommendations
Suggestions
What to Watch and Why
Our competitors are not staying silent, they are using this time to keep the conversation going.
We’ve seen a lot of brands highlight their charity efforts through NASCARs return last Sunday, and will continue to see more as we continue to race.
We will see brands continue to use their athletes to educate or provide entertainment on social platforms.
We can build on consumers’ excitement to drive and get back on the road together.
That feeling when you’re at a #FrontYardCookout turned tailgate, but are out of refreshments. @CocaColaRacing, could you help us out? 😎 pic.twitter.com/X5smOMSL2R
— Oscar Mayer (@oscarmayer) May 17, 2020
We can’t say thank you enough to all the heroes in the COVID-19 crisis.
— Ryan Newman (@RyanJNewman) May 16, 2020
We want to know who the Real Heroes are in your lives. Let us know using @FordPerformance & #BuiltFordProud! pic.twitter.com/vNTNcKlZkU
Green flag @TooToughToTame! @tydillon is driving the GEICO Hump Day car ON Hump Day in a race presented by @GEICO! Let’s GOOOO!!!👊🐪🏁 #HumpDay #NASCAR #GoTyme #HumpDay pic.twitter.com/GewrFgeoe8
— GEICO Racing (@GEICORacing) May 21, 2020
These days, everyone is doing things a little differently. For us, that means finding new ways to educate, entertain, and keep you moving forward. What’s inspiring you today? pic.twitter.com/czpcMtCgAe
— Mobil 1 (@Mobil1) May 14, 2020
Today's your chance to be featured on Kevin Harvick's paint scheme!
— Busch Beer (@BuschBeer) May 17, 2020
Tweet a selfie today with a Busch Light logo for your chance to be featured on Harvick’s car in an upcoming race and win 2021 tickets to a race of your choice! Enter using #YOURFACEHERE & #BuschContest pic.twitter.com/BPXwnrsyXK
That's what we call racing! @KevinHarvick, how about we do it all again in a few days? Say right here at @TooToughToTame? Great. Join us and @StewartHaasRcng on @NASCARONFOX this Wednesday, and we'll keep you and all our fans moving forward. #NASCARIsBack #Darlington #4TheCup pic.twitter.com/g3y3hpFCFl
— Mobil 1 (@Mobil1) May 18, 2020
Join your teammates @KevinHarvick and @ClintBowyer as they take on @TooToughToTame for round two. Fire suits, sweatpants, driver’s seats, couch seats - we’re all basically race car drivers. Suit up and tune in to @NASCARONFOX! #NASCARIsBack #Mobil1 pic.twitter.com/xLShCRUU8K
— Mobil 1 (@Mobil1) May 20, 2020
Missed Opportunities
We can produce better results for the Shell by leveraging the 360 marketing approach with the IAT.
We'd like to take advantage by fully integrating with other agencies as concepts are developed to ensure the motorsport message and assets are consistent through all marketing materials. I.e. website landing pages could have correlated better by putting Joey Logano Feeding America video or a picture of the car on the page. GSTV could have played the Joey Video for the month since the FA program is running for a month.
Shell_ontheroad should be the leader in posting these videos initially, other brands can secondarily retweet/repost. Benefits will result to increase a Shell_ontheroad following.
