Nascar.com Designs Sponsored Microsites With Eye Toward Frequent Visits

Nascar.com is hoping to increase traffic and draw attention to the league’s fall racing series with a pair of sponsored microsites to be unveiled in the coming months.

Both sponsors — Dodge and Gillette — are holding sweepstakes that incentivize consumers to pay close attention to Nascar events, and to check Nascar.com often for updates. Both brands are also longtime sponsors of the league.

The microsite for Dodge, which will launch in October, centers on the “Dodge 60 to Go Sweepstakes,” a celebration of Nascar’s 60th anniversary. The sweepstakes will award a prize to one fan for each of the last 60 laps of the Nascar Sprint Cup Series race at Talladega Superspeedway on October 5. The company will give away a NASCAR 60th edition Dodge Challenger R/T as the grand prize, which will be announced live on the site at the conclusion of the race.

The car manufacturer is also sponsoring the “Weekend Preview” feature on Nascar.com, and will have branding elements throughout the site and on e-mail blasts.

The other microsite is being sponsored by Gillette, and is centered on its “Timesaver Challenge.” The contest pairs consumers with drivers, and rewards those whose drivers spend the least amount of time in the pits during the 10 races that comprise the Chase Sprint Cup. Gillette is a property of packaged-goods giant Procter & Gamble.

The grand prize winners will get to participate in a driving school with Gillette-sponsored drivers. Gillette branding will appear throughout the Nascar.com site, including roadblocks on the home page.

Walker Jacobs, SVP of Digital at Nascar.com parent company Turner Sports and Entertainment, said the microsites represent a deeper level of engagement with sponsors that allow Nascar.com to better capitalize on its marketing relationships, and connect better with fans.

Jacobs declined to name other sponsors with whom Nascar.com has developed microsites.

Turner Broadcasting, which owns and operates Nascar.com, is a Time Warner company. Last year, Turner overhauled the site subscription-based services and a section for user-generated content.

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