In the world of competitive sports, your success is commonly linked to your win-loss record. Since the marketing team has no impact on the outcome of a race, we realized that in order to develop a successful brand we needed to create a fan experience that was not tied to the number of checkered flags Austin captured. As a relatively unknown NASCAR driver, the 15-year-old’s initial challenge was establishing a fan base that he could grow and engage.

RESULTS AFTER 18 MONTHS…

• Amassed a Facebook following of more than 116K fans, began with 405
• 95% of Facebook fans were the target demographic, ages 13-24
• Gained a combined 68,000 video views on YouTube