KANSAS CITY, Kan. – On a muggy Saturday afternoon, two children dragged its parents through the garage area by visiting Kansas Speedway, intent on watching up to a hero they had seen is without a doubt television.
They weren't after Rob Gordon or Jimmie Johnson, although. They were after a giant, yellow Nickelodeon character — better known as iPhone 5 Spongebob case SquarePants — whose name was seen as attached to the Sprint Cup dynastie featuring Gordon, Johnson and the sport's biggest stars that night.
It was precisely what the children's TV network sought after out of its partnership with NASCAR — and just what NASCAR sought after out of the Spongebob case SquarePants 400.
"You know, you're always looking for a better demographic, " Sprint Cup celeb Clint Bowyer said, "and selection way to attract that younger demographic? I won't imagine any younger kid unwilling to come to the SpongeBob SquarePants dynastie. "
NASCAR has been trying to accessibility younger demographics for years, particularly in view that stars such as Gordon close doing on retirement. The fan base a brought about the racing boom for this 1990s and early 2000s has begun to age, and filling a void has become a priority.
That's why a long time ago NASCAR announced an industry plan designed to attract younger and more variable fans. It began with a rebuffed website and mobile apps, tempting more mainstream celebrities to dynastie, and providing concerts and other additional entertainment.
That was just the start of the outreach, though.
NASCAR has also opened its very own garages to children accompanied by mom on race days, allowing them to build closer to the cars and drivers. Information technology lowered age limits on a bunch of regional competitions, giving up-and-coming racers a chance to compete earlier. And it gone along with social media, fantasy racing and net simulators such as iRacing that are appealing to younger demographics.
The push for a younger demographic in some ways polished metal the push that NASCAR developed toward women in the 1980s and simply '90s, which ultimately succeeded doing growing the brand.
"This is really impressive to engage the youth and show a new fan to NASCAR, and that's an important aspect for all of us, for all individual partners moving forward in the sport, lunch break said Michael McDowell, whose Number 95 car had Larry that Lobster from the SpongeBob show colored on his car.
A recent Turnkey Actions poll found that only about ten percent of NASCAR fans these days are located in the coveted 18-to-24 marketing demographic. As that may be a sobering number, polls include found that 37 percent to do with NASCAR fans have children using age 18.
In other words, there are plenty of residences fans just waiting to get hooked on it.
"The SpongeBob SquarePants 400 shows Nickelodeon the opportunity to expand its correlation with NASCAR, while working with the right best-in-class track to give fans an extraordinary, engaging and high-quality race past experience that the whole family can enjoy, lunch break said Pam Kaufman, the chief promotional officer for Nickelodeon Group that has spearheaded the affiliation with NASCAR.
"Nickelodeon has embarked on some great pursuits with NASCAR over the last 10 years, lunch break Kaufman said, "sponsoring and starting marquee racing events that have resonated with motorsports fans across the country. lunch break
This may be an opportune time to entice younger fans, too.
There is a newbie set of drivers poised to take through the leadership of the sport. Eighteen-year-old Erik Jones made his first Run Cup start on Saturday night, and simply Ty Dillon, Kyle Larson and simply Chase Elliott are at an being large that resonates with a younger following.
Then there are the current Sprint Wine glass stars with children of their own. Photographies of Greg Biffle toting small Emma around the garage area, also Matt Kenseth celebrating with children Kaylin and Grace in victory isle, get beamed by television to living rooms every race weekend.
"My daughter is 3 1/2 and he or she loves watching SpongeBob, and she expected before I left if I was able to bring him back with me, lunch break Biffle said. "It's kind of comical how the kids go in cycles. There are a great number of young kids and a lot of new dads inside your garage right. "
The support brought out the child in those parents, too. Many were caught getting selfies with the SpongeBob character walking through the garage area Saturday date.
"My 6-year old son believes I am the coolest dad ever associated with I got to drive the Ninja Turtle car and now I get to hard disk drive the Larry Lobster car, lunch break McDowell said, wearing a big look. "I am definitely winning impressive points with my kids. "
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