Movie-goers are well accustomed to the pop culture quizzes and Army advertisements they see before their flicks start, but a new marketer is about to hit them on the big screen: NASCAR.
The National Association for Stock Car Auto Racing announced Wednesday a three-year ad blitz in nearly 2,500 movie theaters across the country.
Starting in February, movie audiences will see 90-second spots featuring famed NASCAR drivers and racing highlights.
NASCAR’s media buy, struck with cinema advertising company Screenvision, is the racing group’s first in theaters and is Screenvision’s largest content deal to date.
While all eyes may be on NASCAR in this ad blitz, the deal will also shine the spotlight on some of the association’s 50-plus sponsors, such as Ford and Visa, who will have their taglines featured at the end of the ads and their logos splattered on NASCAR autos.
The question is, will movie-goers get to their seats in time to notice all the new ads?
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