KEY MESSAGING:
HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:
*This is an fast-moving timeline and all final files are due by 12/4*
The Clash at the Coliseum is once again coming to Los Angeles, and it's the epic party that everyone is invited to. This event is unlike any other NASCAR event, and it epitomizes the bold new direction the sport is heading. The upcoming race will be the third time that the iconic Los Angeles Memorial Coliseum has been transformed into a custom built racetrack, and since it's only a few months away, NASCAR is looking to generate excitement for the race and convince those local to the Los Angeles area, and specifically college students, to purchase their tickets now before it's too late!
The goal of this project then is to produce two different short social videos – :15 or less – that drive LA locals and college students to buy tickets for the race. The first video's messaging should be pretty straightforward to that effect, and focus purely on the event, but the second video should also include that NASCAR has exclusive pricing for college students. The student ticket offer is an affordable and accessible way to provide an epic introduction to those who may be attending their first NASCAR race, and we want to attract a younger and more diverse crowd. In the past, the college section has showed up decked out in vintage NASCAR t-shirts and sports jackets; not to mention they will have the best view for the main stage performance. Ultimately, we want this to feel like event-ized: it's more than just a race, it's an experience unlike any other NASCAR event. There will be musical performers and celebrity sightings throughout the day, which might also be something you can hint at. Plus, the stars of the NASCAR Mexico Series will start the action with King Taco La Batalla (The Battle) as a salute to Los Angeles.
Creatively, we are looking for videos that feel authentic and social first; otherwise these are very open-ended, and we'd encourage editors, animators, and live action filmmakers alike to pitch. If it's helpful, the NASCAR team has even provided some assets - graphics and videos - that you can use in your videos, but you can also use relevant content from previous NASCAR races if you find something worthy on YouTube. Lean into social tropes, memes, trendy sounds and catchy editing or unique transition techniques. The first video will primarily live on NASCAR's Instagram (9x16) or Facebook (1x1) so look at relevant social trends and think about the ways you can use stickers, text, or other native social features to make your video stand out. The second, college focused video, is only for Snapchat so you should consider ways to utilize specific Snapchat features like filters, lenses, discover, memories, and snapstreaks.
Your two videos should be attention grabbing, while showcasing how attending a NASCAR event, especially this one, is an experience like no other. It's not necessary that the entirety of your videos are LA-themed, but appealing to locals is important and the video for college ticket prices should speak to a GenZ audience in style and execution. Since this race is also sponsored by Busch Light, you're welcome to include or reference their products within your video, although you should NOT show consumption of any Busch Light. Plus, if you do happen to live in the LA area, we could even arrange access for you to film your video at the Coliseum!
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 4 total video assets.
EXPECTED TIMELINE: This is an expedited timeline with all final files due by 12/4
RELEVANT ASSETS: HERE
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as it is NOT limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE: Millennial and Gen Z NASCAR fans
TONE/FEEL: Authentic, Celebratory, Fun, Energetic, Welcoming, Attention Grabbing
EXECUTIONAL MANDATORIES:
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.
In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period,but additional time may be required by the Sponsor, depending on any number of factors.