To celebrate the opening weekend of the 2020 NASCAR season at Daytona, Toyota Racing launched a campaign which saw legendary driver Kyle Busch ‘Sign The Line’ at the iconic International Speedway.
Working with WhatNot Productions, Toyota sought to showcase its new 2021 GR Supra in a unique way – as a track marker.
The long-time tradition of signing the line is something done by countless race fans across the 36-race NASCAR season schedule, so Toyota added its own tweak to the tradition as driver Kyle Busch showcased his signature skills behind the wheel of the new Supra. The model’s extra 47 horsepower from its six-cylinder GR Supra 3.0 model helped Busch make his mark with a rubber-fuelled burnout on the famous start-finish line.
The on-track stunt was promoted through a two-minute video which was shot over night at the speedway.
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This campaign shows the brand’s understanding of fan tradition and also of the reach and celebrity of Kyle ‘Rowdy’ Busch himself.
Interest in the iconic Joe Gibbs Racing driver Busch typically spikes around Daytona as the two-time Cup Series champion with 208 NASCAR wins has never won the Daytona 500 despite making 14 attempts to win ‘The Great American Race’.
This season sees the 34-year-old become the highest-paid NASCAR driver for the first time – earning $17.8m last year from his salary and endorsements and his share of winnings and licensing.
While NASCAR driver salaries have fallen significantly in recent years as the sport has struggled with sponsorship, broadcast and ticket revenue and few drivers get earn more than $3m anymore.
But Busch and Jimmie Johnson (who earns $17.6m) are the only two drivers with salaries of more than $10m this season.
Links:
Toyota Racing
https://www.toyota.com/racing/
https://twitter.com/ToyotaRacing
https://www.youtube.com/user/ToyotaUSA
https://www.instagram.com/toyotaracing/
https://www.facebook.com/toyotaracing/
WhatNot Productions
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