Crew chiefs tuning into DirecTV, and vice versa
Satellite television company now offering weekly award
April 4, 2006
10:57 AM EDT (14:57 GMT)
If you're a regular reader of this weekly feature, you understand a little bit about how marketing in NASCAR works, the inside dope on why companies do what they do to get noticed in the jam-packed firmament that is the sport's constellation of sponsors.
So you'll no doubt understand why DirecTV has jumped into the marketing deep end with its DirecTV Crew Chief of the Race Award.
DirecTV is the official satellite television service provider of NASCAR, which is a lofty title but really means that they've paid for the right to provide their product to NASCAR teams and the sport's governing body. That's a good thing, for both parties, because in each case, the other's wagon is hitched together to travel down the common highway of increased sales and reach.
Sunday's DirecTV 500 at Martinsville was the logical jumping off point for the new program, which rewards crew chiefs whose car starts and finishes each race the best in terms of position. Race winner Tony Stewart qualified third and finished first, giving him a total of four points for the weekend, which means Home Depot crew chief Greg Zipadelli won the inaugural $5,600 award.
But wait a minute, you say. Jimmie Johnson started first and finished third, giving him four points as well. In the case of a tie, the award goes to the higher-finishing car.
DirecTV has been around NASCAR for quite some time. As you watch the race on television, you'll notice in the pit interviews that many if not all the war wagons come equipped with at least one satellite TV receiver on board.
In Stewart's case, his war wagon has no less than four TVs hooked up during the race, allowing his crew and guests -- in this case Home Depot CEO Bob Nardelli, who was a surprise visitor on race morning -- to watch the race both on the track and on the TV.
"Crew chiefs rely heavily on our digital picture and sound quality to aid spotters and monitor car performance throughout the race," said Jon Gieselman, senior vice president of advertising and public relations, DirecTV, Inc., in making the announcement of the new program. "These awards provide DirecTV and NASCAR the opportunity to recognize the critical importance of crew chiefs and their endless pursuit of new ways to put their teams in the best position to win each week."
Yes, the weekly award and its companion DirecTV Crew Chief of the Year award do spotlight that critical distinction. They also allow DirecTV an outlet to market directly to fans during the pre-race ceremonies at the next race. If you've watched pre-race ceremonies, you see this all the time. WIX Filters, Bank of America and many other companies offer contingency or race-by-race awards and present the previous week's winner with a check as that driver is introduced. One grip-and-grin photo later, and the award is put away until the following week.
To a corporation, such opportunities are lead-lined, copper-bottomed events that put their name in front of the second-largest viewing audience (on a weekly basis) in all of American sport.
By the way, it's good for the crew chiefs too. In addition to the $5,600 weekly payout, there's a $102,400 payout at the end of the season for the crew chief with the most weekly awards.
Money for all, and exposure for all, is a recipe that NASCAR seems to specialize in.
"Each week, the efforts of NASCAR crew chiefs are crucial to the success of drivers and their teams," said Jim O'Connell, vice president of corporate marketing for NASCAR. "We are pleased DirecTV is showcasing the important contributions of these individuals to the sport by supporting the 'NASCAR DirecTV Crew Chief of the Race' and 'Crew Chief of the Year' awards."
Of course, there's a fan component to this as well. Race fans can enter the "NASCAR DirecTV Crew Chief of the Year Sweepstakes" online, by logging onto
www.DirecTV.com/racing, or visiting in-store displays at consumer electronic and independent retail locations for a chance to win a variety of DirecTV and NASCAR related prizes.
The grand prize winner will receive the opportunity to act as an honorary crew member with Richard Childress Racing (RCR) during a Nextel Cup Series race in 2007. Second-place prize is a trip to New York City during the 2006 Nextel Cup Series Champions Week and the third place prize is a VIP, behind-the-scenes experience with RCR in Charlotte during the 2007 season.
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