In order to connect with the generation of fans that love social content, we wanted to promote the 2022 race season and showcase the vibrant personality of one of our NASCAR superstars, Ryan Blaney. He is known for his humorous social media videos and has captured a wide variety of fans. TikTok gives people an outlet to be creatively humorous without being so serious which for NASCAR drivers, the majority of their job is all business. The objective to create a funny video with Ryan exceeded all expectations.
The NASCAR social media team and on-air talent prepared Ryan Blaney by showing examples of a Celine Dion lip-syncing TikTok challenge—content creators dress up as an on-stage performer and lip sync to Celine Dion’s 1996 hit song “It's All Coming Back to Me Now”. Each team member took on a roll of confetti throwing, wind, cape pulling and more while Ryan Blaney lip synced to the audio. From here, the content was published to the official NASCAR TikTok and official fan-focused NASCAR Nation TikTok and Twitter accounts.
By grabbing a hold of the challenge’s momentum at just the right time, we were able to see more than 360,00 views, 95,000 engagements and 38,436 minutes of play time for our NASCAR Nation Twitter and TikTok accounts. The product resonates with the fans. Showcasing personalities is what fans thrive for and being able to be silly and show that side will create more interest for that driver and for the sport in general.