NASCAR released the first clip Tuesday in a five-part digital video series designed to promote the Chase for the Sprint Cup in real time with an action-film motif.
In the debut of the “Ready. Set. Chase!” digital video push, defending series champion Kyle Busch is chased by his peers in a scene inspired by Hollywood franchises James Bond and Jason Bourne (the clip can be viewed above). The video (featured above) is directed by Jonathan Taylor of Feel Flims, a veteran of several action films (Mission: Impossible 5, Iron Man 2, Point Break).
The clips, which can be viewed on http://www.nascar.com/TheChase, will be released within days of each cutoff race across the four rounds of the playoffs and reflect what happened on track. Drivers will be featured in firesuits and helmets, re-enacting the storylines through foot chases.
“All season long NASCAR fans have been treated to some incredible racing on the track, but even still there’s nothing quite like The Chase,” NASCAR senior vice president and chief marketing officer Jill Gregory said in a release. “’Ready. Set. Chase!’ plays off the passion, drama and tension that underscores these next 10 weeks, while creating multiple ways for fans to engage and be part of the fun.”
NASCAR’s marketing campaign for the Chase also will include sweepstakes giveaways involving manufacturers Chevrolet, Ford and Toyota as part of a Chase Grid Game on NASCAR.com. Fans also will be engaged through several social media platforms, including custom emojis for using #TheChase and a Snapchat live story for the Oct. 8 race at Charlotte Motor Speedway.