Charlotte, NC — Nationwide Insurance announced today at NASCAR Nationwide Series media day that NASCAR racing superstar, Dale Earnhardt Jr. and his company JR Motorsports will be featured in a new marketing campaign that will begin in February.
The company also introduced other activities related to the sponsorship, including the Nationwide Insurance Dash 4 Cash, which involves an increased winner's purse at four NASCAR Nationwide Series races, and the NASCAR Nationwide Series ESPN 'Driver Pick Em' game presented by Nationwide Insurance, a weekly interactive competition for cash prizes that will be available on ESPN.com
The campaign is a departure from previous Nationwide ads featuring celebrities. Despite the obvious opportunity for a racing pun, the ad does not include the company's famous Life Comes at You Fast line and is not intended to be humorous. It's framed as a customer testimonial, and true story from a family with one of the richest traditions in NASCAR.
An interactive site with more information on this can be found here
As a marketer, I love Nationwide campaigns! Geico freaks me out and tries too hard. Allstate really had this NASCAR area covered with their funny Kasey Kahne commercials . Initially, I thought that Nationwide really has their work cut out for them but this can be easily achieved with Dale Jr. You haters can say what you want but there really isnt a better face for sponsorship than him. Fame, talent and hot as haiti-ness aside, Dale has the persona that is a sponsors dream. His likeability and trustworthy manner dominates not only the strong obvious support of the Junior nation but will more than likely brand Nationwide to um Nationwide numbers. Must make mention of this silent battle of advertising swop a roo with Kasey and Junebug....first Budweiser now competing insurance agencies? hmmm....
Back in the good ole days......
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