Launched ahead of the team’s debut at the Daytona 500, 23XI (pronounced twenty-three eleven) – the new NASCAR teamed created by NBA legend Michael Jordan, three-time Daytona 500 winner Denny Hamlin and driver Bubba Wallace – launched a hype video to drive awareness of the new outfit and generate buzz ahead of its NASCAR Cup Series racing debut at the Daytona 500 on 14 February. While title sponsor DoorDash activated its partnership with a social equality activation led by a digital campaign called simply ‘Race Car Driver’.
The team’s own digital launch campaign as spearheaded by a hero spot, posted at the end of January, which introduced the team with a focus on the car livery and on Wallace (the only black driver in NASCAR’s line up), as well as its corporate sponsors Doordash, McDonald’s, Columbia, Dr Pepper and Root Insurance.
The aim is to start building a fan base, drive excitement ahead of the team debut and provide exposure for its partners.
The work was followed up by a comprehensive social and at-track marketing programme around the Daytona 500 itself which ranged from an interview with team owner Jordan on NASCAR broadcaster Fox Sports as well as sponsor specific social content.
This new team has got game and they're here to win.@23XIRacing's Michael Jordan, @dennyhamlin and @BubbaWallace sit down with @michaelstrahan to talk about their hunt for NASCAR success.@Jumpman23 | #DAYTONA500 pic.twitter.com/diKZvsoBxp
— FOX: NASCAR (@NASCARONFOX) February 14, 2021
, @DoorDash, @Columbia1938, @root_insurance, @McDonalds, @drpepper and @ToyotaRacing! pic.twitter.com/wByzz60Ypc
— 23XI Racing (@23XIRacing) February 14, 2021
Since we’re in a weather delay, how about a few of these two. ✌️ @Columbia1938 pic.twitter.com/G0psuHGzoW
— 23XI Racing (@23XIRacing) February 14, 2021
The team’s title sponsor DoorDash also roolled out its own copy based, equality statement style supporting social spot as the team made it debut. Called simply ‘Race Car Driver’, the video activates the sponsors rights through a social justice message which was created to celebrate Black History Month and the black drivers who raced before Wallace. The black and white spot lists the first names of Elias Bowie, Charlie Scott, Wendell Scott, George Wiltshire, Willy T Ribbs and Bill Lester, offers positive messages about representation and driving for the future alongside brief fadeouts flashing the names and logos of Bubba Wallace, 23XI Racing and DoorDash.
“Our goal was to create work that would celebrate Bubba’s voice, his journey and his mission, and stand apart in its stark evocative simplicity from every other ad that runs during the Daytona 500,” said DoorDash VP Marketing Kofi Amoo-Gottfried. “We share Bubba’s drive for change — a desire for a more inclusive sport, and a more inclusive world. This is a long journey, one that began before Bubba and will continue with him and future drivers, so we also wanted to recognize the lineage of Black drivers who have moved the sport forward.”
Comment:
Michael Jordan (a long-time NASCAR fan) and Denny Hamlin (a three-time Daytona 500 winner) announced the formation of a new NASCAR team back in September 2020 with Bubba Wallace as the driver of its sole No 23 car. Their 23XI Racing Team partners with Toyota USA and drives a stock car version of the Camry.
Wallace himself made national headlines last year as the only full-time black driver in the Cup Series and uses his platform to promote racial equality and to support the #BlackLivesMatter equality movement.
The first black-owned NASCAR team’s entry into the series fortuitously feel during Black History Month when there is heightened interest and activation about the black community’s sporting history and future.
Links:
23XI Racing
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