ESPN’s Racing ICONS Deliver Content Navigation and Marketing Across Multimedia Platforms
ESPN’s “Racing ICONS” content categories provide an innovative approach to help NASCAR fans find and consume the content they want most on ESPN’s media assets. Covering all aspects of the racing experience, the icons represent fields of relevant content related to a single category, and are "tagged" on content across ESPN's television, online and print media. The ICON categories are Auto Tech, Communications, Safety and Tech Center. Each ICON category organizes an array of in-depth ESPN content and enables fans to pursue more in-depth information and entertainment.
Additionally, the unique fan navigation device delivers "surround" engagement across ESPN's media platforms and allows advertisers to have a complete brand-aligned content topic within ESPN's comprehensive coverage of NASCAR.
Auto Tech – Sponsored by Chevy
The Auto Tech category addresses content that helps fans engage with the pure passion of the sport – the legendary vehicles and what makes them run, race, perform and evolve from 'street/stock' cars to the Car of Tomorrow. Content includes Cut-Away Cars, which provide insight into the mechanics and technology of NASCAR’s vehicles. When a vehicle has a mechanical issue, the cut-away car will help racing fans learn more about the specific topic, as well as all that goes on under the hoods of the cars they watch.
Communications – sponsored by SPRINT
Content categorized under the Communications ICON is dedicated to exploring the pivotal role that communication plays -- between the driver, owner, pit crew and the entire team. From spotters to crew chief/driver dialogue, owner/driver dialogue, pit stops and how crews communicate for speed in the pits, communication – as well as miscommunication – impact a race’s outcome.
Safety – sponsored by ALLSTATE
Fans can learn more about safety equipment and safety measures in NASCAR categorized under the Safety ICON. Content in the Safety category concentrates on what goes into keeping drivers safe, including a look at the evolution of safety in the sport. Subjects include the Car of Tomorrow, safety preparations for teams and drivers at each track; how drivers are kept safe in an accident; the significance of tire safety; the HANS Device; polls; data; designs; the S.A.F.E.R. (Steel And Foam Energy Reduction) barriers at the tracks and more.
Tech Center – sponsored by DISH Network
Technology is at the heart of ESPN’s NASCAR telecasts, and content tagged with the Tech Center ICON will help fans learn more about the “how” of ESPN’s productions. Get inside ESPN's unique on-site studio and see all of the technological enhancements ESPN and NASCAR bring to fans throughout the season.
ESPN'S NASCAR ICONS can be found on ESPN.com through search also, keyword
ICONS or:
http://sports.espn.go.com/keyword/search?searchString=icons&page=espn
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