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TABLE OF CONTENTS

Introduction ................................................ 2

Situation Analysis ..................................... 4

Research .................................................... 12

Target Market ............................................. 18

Primary Research Summary .................... 18

Objectives and Strategies......................... 22

Tactics ........................................................ 25

Timetable .................................................... 34

Evaluation .................................................. 36

Sources ...................................................... 37

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THE TEAM DIGITAL DRIVERS, INC.

DIGITAL DRIVERS, INC. IS A BOUTIQUE SPORTS MARKETING AGENCY THAT SPECIALIZES IN DIGITAL BRAND AWARENESS. WE STRIVE TO FIND INNOVATIVE SOLUTIONS TO ENHANCE OUR CLIENTS’ MARKETING NEEDS.

DIGITAL DRIVERS, INC. PROVIDES A FULL SERVICE SPORTS MARKETING, PUBLIC RELATIONS AND PROMOTIONAL OPERATION EXPERIENCE.

morgan hellwigACCOUNT DIRECTOR

gina colemanCREATIVE DIRECTOR

lorena alvarezCOPYWRITER

bradley shulmanRESEARCH ASSISTANT

lara hillapadCOPYWRITER

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EXECUTIVE SUMMARYcampaign period

campaign objectives

research

creative

public relations

mediapositioning statement

APRIL 2016 – APRIL 2017

Rebrand NASCAR as an exciting and extreme sport that has a unique appeal to everyone with 300 million media impressions by February 2017.

Digital Drivers, Inc. Research Labs conducted 264 online surveys and four in–person interviews to determine the most effective way to reach the target audience and change the negative perceptions they have of NASCAR.

Digital Drivers, Inc. Creative Group developed a campaign that utilizes the integration of fan–favorite celebrities and professional atheletes with one of the newest forms of up–and–coming technology. This tactic will spark interest in the target audience, encouraging them to engage with NASCAR and FOX Sports 1.

Digital Drivers, Inc. Public Relations Group has expanded the creative tactics into a plan that relies heavily on promotion of FS1’s new features by public figures highly idolized by the target audience.

Bring on a new generation of millennial fans, increasing viewership of NASCAR by 100K per event throughout the 2017 season and the Daytona 500 viewership by 500K.

Drive NASCAR fans to seek out NASCAR digital content on FOX Sports 1 to assist in increasing web traffic by 7% and app downloads by 5% throughout the 2017 season.

The campaign will destroy the negative perceptions that the millennial generation currently has about NASCAR, rebranding the sport by emphasizing its pre–existing extreme and exciting aspects.

BRAND AWARENESS

CONTENT

BRAND POSITIONING

Media encompasses a significant part of this campaign, with promotional videos and new digital features being shareable on various social media platforms used by the target audience.

Over the last several years, the digital sports industry has been growing and new trends are constantly emerging. More and more fans are realizing they can get nearly the same sports content on their hand–held devices and their desktop computers as the content provided to them on their televisions. Fans are spending more time using social media to discuss sports in real time with friends, fellow fans and even rivals than they do watching a sport on TV or attending a sporting event (Hamdhaidari). Fans realize that this is a way they can engage with a the sport without having to travel and spend money to attend an event. “According to comScore,” when it comes to accessing the Internet, mobile overtook desktop in recent years (Hamhaidari). With this shift, Internet consumers are now expecting all of the content they could possibly want to be available anytime, anywhere and on any device. Brands are realizing this trend, understanding what their consumers want, and then giving it to them.

One trend that Deloitte Sports is predicting to “disrupt and dominate the sports industry during 2016” is over–the–top (OTT) streaming platforms (Giorgio). Smaller properties and third party providers (e.g. Hulu+, Netflix, Amazon Prime, etc.) will benefit from this as media consumers are beginning to shy away from traditional cable subscriptions and opting to get their media, including sports media, on one of these OTT streaming platforms.

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DIGITAL SPORTS INDUSTRY

OVERVIEWThe challenge to be addressed in this campaign is developing the next generation of NASCAR fans. The average age of the current fan is 50 years old; this campaign will seek to develop a community of NASCAR fans amongst 18–34 year old males.

Along with developing this new generation of fans, this campaign will encourage new fans to seek out digital NASCAR content using FOX Sports 1’s various platforms, which include FOX Sports Mobile, FOXSportsGO and FoxSports.com/FS1.

HISTORY: FOX Sports is owned by 21st Century Fox. FOX Sports 1 (FS1) debuted in August 2013, becoming ESPN’s biggest competitor and the most viable alternative for digi-tal sports content. FOX Sports 1 proclaimed that their mission is, “We’ll work for you,” promising to “never take [themselves] too seriously” and “never put [themselves] above the game and actions,” (BW).FS1 features a wide array of content including College Sports, Major League Baseball, NASCAR, Major League Soccer and many more.

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SERVICES: FOX Sports 1 offers its consumers digital sports content that they can access from a variety of sources. FOXSportsGO offers viewers live streaming of a variety of sports with the provision of a cable network login. FOXSports Mobile is a mobile app that provides viewers with live updates of their favorite sports including statistics, scores and reports on their favorite players and teams. FoxSports1.com/FS1 is the site viewers can access on–line, where they will be provided with all the content available on the mobile apps and more.

PAST EFFORTS: FOX Sports 1 began promoting NASCAR content on their website and mobile apps as soon as they launched in 2013. SPEED Network’s Mike Joy asked viewers to follow racing on FS1 with his announcement of FS1’s launch (BW). FS1 has also made efforts to personalize their mobile apps to give their viewers the most optimal digital experience. The brand recently made strides in improving the personalization of FOXSports Mobile, allowing users to specify which teams they will follow and about which of those teams they will get the most content.

FOX SPORTS 1

NASCAR ON FS1

“FOX SPORTS 1, THE PLACE FOR FUN”FOX Sports 1 stays connected to their fans through their website, FoxSports.com/FS1; FOXSports Mobile; and FOXSportsGO by providing them with updated and informative content. FS1 strives to produce fun and edgy sports–related content, much different from the content of their competitors, such as Disney–owned ESPN and the NBC Sports Group.

One of the ways they do this is with the commentators of their digitally streamed content, which include @TheBuzzer, Garbage Time with Katie Nolan, Outkick the Show with Clay Travis and PRO Cast – NFL. These are all televised daily. The commentators of these shows are considered byviewers as fun, often controversial, and sometimes even aggressive.

NASCAR content televised on FOX Sports 1 has many viewer–reported advantages over their main competitor, NBC (FOX Sports 1). These include FS1 having the best announcers, an experience that allows the viewers to feel as though they are at the race and the fun of NASCAR being emphasized.

FS1 has the rights to 3 divisions of NA-SCAR:SPRINT CUP SERIES• The first half, including the Daytona

500 (21 races)• Highest level of professional competi-

tion• Cannot stream the second half of the

series – NBC has the rights to that halfXFINITY SERIES• The second highest level of profes-

sional competitionCAMPING WORLD TRUCK SERIES• Modified pickup trucks

FOX SPORTS 1 HAS 29 MILLION FANS AND FOLLOWERS (FOX SPORTS 1).

NASCAR IS #2 IN VISITOR ACTIVITY ON FOXSPORTS.COM/FS1 (FOX SPORTS 1).

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NBC is a major com-petitor of FOX Sports 1 because they have the rights to the sec-ond half of the Sprint Cup Series, which means that they are the only channel that can air that half of series on television.

ESPN is a long–standing competitor that has a high level of brand positioning in the mind of the target audience. While they don’t focus on the NASCAR content they provide, sports fans turn to ESPN first when looking for digital sports content for any sport, as told to us in our qualitative research.

CBS has a significant share of the sports content market. CBS Sports covers some NASCAR content; however, it is known for its coverage of the NCAA and Super Bowl 50, two very relevant sports interests for the target audience.

NBC SPORTS

ESPN CBS SPORTS

COMPETITION

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Yahoo! Sports is a key contender in sports content. They have a promotional deal with NBC Sports Group (Stetle). Yahoo! Sports popular content is featured on NBC Sports Group platforms. Yahoo! Sports has a significant share of the Fantasy Sports industry, something in which the target audience is highly involved.

Bleacher Report specializes in digital sport content. Their app has over 15 million downloads (Bleacher Report). It has a loyal following because of its innovative headlines, and their ability to listen to their users and give them what they want in a personalized way.

Barstool sports is extremely prevalent in the lives of the target consumer because it features a lot of college sports content. Barstool Sports, like FS1, features edgy and controversial content.

YAHOO! SPORTS

BLEACHER REPORT

BARSTOOL SPORTS

SWOT

» NASCAR is the #2 sport on television in the United States (Forbes). » FOX Sports 1 has the rights to the first half of the Daytona 500. » FS1’s website offers NASCAR content through cross–platform integration

(FoxSports.com/FS1). » Cross–platform integrations » Association with top sponsors

» FOX Sports 1’s digital content does not elevate itself from its competitors. » There are negative stereotypes, as proven to us in our research, that go along

with NASCAR, such as “blue collar” and “white trash.” » The majority of sports fans interviewed were not aware of the programming and

content FOX Sports 1 provides. » NASCAR is difficult for the casual fans to understand because of its ever–chang-

ing rule book and the fact that they see the races as “only left turns.”

STRENGTHS

WEAKNESSES

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SWOT

» Non-fans reported the aspect of NASCAR that they are most interested in is the crashes. » FOX Sports 1 has the ability to utilize their digital content and take advantage of

this interest in order to spark the interest of the non-fans by emphasizing the pre–existing extreme aspect of the sport. » FS1’s website and mobile app has the ability to offer its viewers the multi–screen

functionality that they prefer. » FS1 has the ability, as a cutting–edge brand, to produce unique viral content for

viewers who don’t already have a perception of who FOX Sports 1 is.

» FOX Sports 1 has many competitors that provide audiences with nearly the same content in a more esthetically pleasing and digitally updated way. » NASCAR is not seen as a “mainstream” sport like football, baseball, basketball

and hockey are. » Non–fans reportedly find NASCAR “boring” and claim they would never watch

the sport. » FOX Sports 1 has a lack of brand awareness. » FOXSportsGO, the live streaming app, requires a cable subscription for access,

something that not every fan has.

OPPORTUNITIES

THREATS

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QUANTITATIVE RESEARCHONLINE SURVEY, 264 RESPONDENTS NASCAR FANS (18.2 %)NON–NASCAR FANS (81.8%) OF 122 AGES 18–34 (95.1%) OF 81 MALES (82.7%) OF 230 MODERATIE TO HIGH SPORTS FANS (80.4%)

The main problem this research revealed was that NASCAR is seen as boring, consisting of only left turns and too long and uneventful to watch for the non–fan. This was concluded by the responses we got when asking, “When you think of NASCAR, what is the first thing that comes to mind?” The second most popular answer (after “racing”) was

“boring/uninteresting.” FOX Sports has consistently been seen as a leader in covering NASCAR and one thing that would set them even further ahead of the competition is emphasis on the excitement and extreme aspects of NASCAR. Our survey revealed that both NASCAR fans and non–NASCAR fans prefer to get sports highlights using the Internet, social media or mobile apps. Upgrading FOX Sports 1’s interfaces would allow more communication between fans, provide a better experience for new users and develop a more close–knit community of current NASCAR fans.

WHAT IS YOUR PREFERRED METHOD FOR GETTING

SPORTS NEWS, UPDATES, HIGHLIGHTS, AND SCORES?

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HOW MUCHDO YOU KNOW

ABOUT NASCARAS A SPORT?

WHAT DO YOU LOVE MOST ABOUT WATCH-

ING A SPORTING EVENT ON TELEVISION?

(NON-NASCAR FANS)

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QUANTITATIVE RESEARCH

QUALITATIVE RESEARCH

Our results show that the majority of sports fans have a multi–screen viewing process. Fans are no longer just watching the events on television, rather they are connected through their mobile devices, laptops and social media. This opens up the channels of communication between sports content providers and fans. View-ers are following particular sports blogs

and Twitter accounts to get more unfil-tered coverage; however, fans still want in-depth analyses that provide accurate information. All interviewees told us that they prefer personalized content. Connec-tions between sports fans and their favor-ite teams stem from loyalties due to home-towns and familial connections. Viewing sports content becomes part of their per-sonal identity and part of their routine.

Lastly, our research shows that if viewers could see how much strategy goes into NASCAR and what the sport is actually about sports fans would be more likely to attend events and follow the sport. While 45% said it wouldn’t affect their choice, the majority of respondents said it would influence them to start watching NASCAR. More importantly, it would help the sport lose the brand image of “redneck”, “left turns”, and “super boring”.

PLEASE INDICATE IF KNOWING MORE ABOUT

THE SPORT WOULD INFLU-ENCE YOU TO WATCH/AT-TEND A NASCAR EVENT:

FOUR IN-PERSON INTERVIEWS

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SPORTS FAN RESEARCHWHAT COMES TO MIND

WHEN YOU THINK OF NASCAR?The second most popular answer,

after “Racing,” was “Boring/Uninteresting”

HOW MUCH DO YOU KNOW ABOUT NASCAR?44% said, “None” 41% said, “Little”

WHY ARE YOU NOT A FAN?106 out of 140 respondents (76%) said that it is boring.

The 2nd most common answer to this question was, “I don’t know enough about the sport.”

WOULD KNOWING MORE ABOUT THE SPORTINFLUENCE YOU TO WATCH/ATTEND NASCAR RACES?

24.8% said, “Little” 25.5% said, “Some”

“Being from Chicago, it was never something that was watched among family and friends.

Plus, you can’t ‘play’ NASCARin your backyard like other sports,

so I never got to feel what the pros get to feel.”

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KEY INSIGHTS & TAKEAWAYS

Self–proclaimed non–NASCAR fans reported that they find NASCAR boring and uninteresting, but they like watching the crashes. They would like a platform that highlights this extreme action of NASCAR. These non–fans reported interests in other more extreme sports, such as hockey and football. Many people are not NASCAR fans because it is not “mainstream” in the geographic area that we are targeting, and the integration of NASCAR with more popular sports would boost the interest and help make it more mainstream.

Traditional fans enjoy the fast–paced action of NASCAR racing. They love the fact that NASCAR is a very on–edge sport for those who understand the rules and all the work that goes into NASCAR races. They also reported loving how brash and unfiltered the sport is when they can listen to the communication between coaches, pit crews and drivers, especially what drivers are saying to each other throughout the race.

NON–FANS LOVE THEEXCITEMENT OF THE CRASHES

TRADITIONAL FANS LOVE NASCARFOR WHAT’S BENEATH THE SURFACE

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Two major trends in the digital sports industry right now are personalized content and a virtual reality experience for viewers. Viewers prefer accessing content through their favorite platforms and they want digital content that will allow them to pick and choose how it is delivered through a personalized feed. Viewers also enjoy feeling as though they are part of the experience of a sporting event, rather than just a spectator.

SPORTS FANS WANT HI–TECHAND PERSONALIZED CONTENT

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TARGET MARKETGeographic ProfileThis campaign targets millennial sports fans living in suburban and small/medium urban areas, broadening the audience to a nationwide fan–base rather than a Southern and Midwestern focused fan–base. Through doing so, we will be able to implement FOX Sports 1 NASCAR content into the mainstream marketplace. This will alleviate biases and stereotypes that narrow the market. We do not want to target large urban areas for fear of making it “too cosmopolitan” for the traditional fan–base.

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Media Profile

Consumes sports media daily or at least multiple

times a week.

Receives the majority of their sports content

digitally.

Frequently accesses sports-related mobile

apps.

Enjoys fast-paced, real-time sports content.

Wants live updates of things right when they

happen.

Seeks out “edgier” sports controversial, in the way

it is delivered).

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PRIMARY AUDIENCE

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PROBLEM:Viewers perceive NASCAR as boring and think that it consists solely of “left turns.”

STRATEGY:We will emphasize the already existing extreme factors of NASCAR. This is something that sparked the interest of non–fans, but it is also something that current fans are used to, so it is not a change that will drive them away from using FOX Sports 1 to access digital content.

OBJECTIVE:Rebrand NASCAR as an exciting and extreme sport that has a unique appeal to everyone with 300 mil-lion media impressions by February 2017.

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PROBLEMS, OBJECTIVES, STRATEGIES

PROBLEM:There are negative stereotypes attached to NASCAR that make the sport undesirable to millennials.

STRATEGY:With the integration of one of the newest forms of technology and highly–idolized celebrities and athletes, we will cater to the reported interests of non–fans in an effort to make NASCAR top–of–mind and a relevant sport in the lives of the target audience.

OBJECTIVE:Bring on a new generation of fans, increasing viewer-ship of NASCAR by 100K per event throughout the 2017 season and the Daytona 500 viewership by 500K.

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PROBLEM:Viewers are not choosing FOX Sports 1 first for their digital NASCAR content.

STRATEGY:We will utilize advanced technology to create a “WOW!” factor and rebrand FOX Sports 1 digital content as the best amongst its competitors. By using digitally focused tactics to engage the millennial generation, we will drive tune–in on FOX Sports 1’s website, FOX Sports mobile app and FOXSportsGO.

OBJECTIVE:Drive NASCAR fans to seek out NASCAR digital content on FOX Sports 1 to assist in increasing web traffic by 7% and app downloads by 5% through-out the 2017 season.

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PROBLEMS, OBJECTIVES, STRATEGIES

BRAND AWARENESS: We will create shareable content that can be pushed through social media, keeping NASCAR at top of mind for both fans and non–fans.

CONTENT: We will revamp FS1’s digital content, providing viewers with a multi–screen view, both on FS1’s website and mobile apps. We will provide viewers with the ability to personalize and customize their digital viewing experience.

BRAND POSITIONING: 360º GoPro cameras will be placed in race cars, in order to show viewers the extreme aspects of NASCAR racing.

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TACTICS

Backseat DriverBackseat Driver will provide viewers with an all–in–one access pass to all the digital sports content they need. It is the next level of personalized sports content where users can pick and choose the media they prefer to consume.

One feature of Backseat Driver is the implementation of a 360º GoPro camera in various cars for each race covered by FOX Sports 1. The 360º GoPro cameras are amongst the newest forms of up–and–coming technology, a subject in which our target audience is interested. These cameras are held in a spherical camera rig that is capable of shooting 360º and 3D videos for virtually reality. This technology allows viewers to see inside the racecar from every single angle simply by rotating their mobile device or dragging the mouse across the screen on a desktop. FOX Sports 1’s website and mobile apps will be the only places where fans can access this feature, thus increasing traffic on both platforms.

TACTICS

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Promoting Backseat DriverIn the weeks leading up to NASCAR’s 2017 season and the 2017 Daytona 500, FS1 will spark the interest of the target audience by releasing videos of favorite celebrities and athletes using the 360º GoPro cameras. This will begin the week of January 9, 2017, six weeks prior to the 2017 Daytona 500 on February 26. A video of a different celebrity match–up will be released every week. The celebrity match–ups will include: Chris Pratt vs. Kevin Hart Cooper Manning vs. Clay Travis Patrick Kane vs. Sidney Crosby Cam Newton vs. Aaron Rodgers Bryce Harper vs. Mike Trout Stephen Curry vs. Tim Duncan Allison Williams vs. Katie Nolan These celebrities were determined based on suggestions from various in–person

interviews with the target audience.These celebrities will be driven by NASCAR’s top drivers in a race at Daytona International Speedway. The 360º GoPro cameras will be in the cars so viewers can be a part of the experience themselves, rather than just hearing it from the celebrities.

These videos will be available to viewers on both mobile apps, FS1’s website, FOX Sports on TV, and Hulu+. The videos released online will create shareable content for viewers. With the release of these videos, the celebrities and NASCAR drivers will be talking about the 360º GoPro feature in NASCAR cars throughout the upcoming season. Along with discussions of this new feature, NASCAR drivers will be explaining the rules of the sport in a simplified way. This will help the audience begin to understand how NASCAR works, since many of those surveyed reported that they have no interest in the sport simply because they do not understand it.

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Backseat Driver, In SeasonAfter the promotion of Backseat Driver, viewers will have the opportunity to begin voting for which racecars they would like the 360º GoPro feature. There will be polls each week throughout the 2017 season on FS1’s website and mobile apps.

WHO DO YOUWANT TO DRIVE WITH?

Cast your vote now!Decide in which 4 cars

you can get a 360º view.Jimmie Johnson

Kyle Busch

Dale Earnhardt Jr.

Denny Hamlin

Joey Logano

Kasey Kahne

2,978 votes

6,173 votes

16,005 votes

14,560 votes

12,349 votes

9,899 votes

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TACTICS

WHO DO YOUWANT TO DRIVE WITH?

Cast your vote now!Decide in which 4 cars

you can get a 360º view.Jimmie Johnson

Kyle Busch

Dale Earnhardt Jr.

Denny Hamlin

Joey Logano

Kasey Kahne

2,978 votes

6,173 votes

16,005 votes

14,560 votes

12,349 votes

9,899 votes

The four drivers with the highest number of votes will have the 360º GoPro camera placed in their cars before the race that week. The ability to vote on this will only em-phasize the personalization of FS1’s digital content. It will also drive users to access the website and to download and use the mobile app.

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TACTICSRedesign Digital Content, FOX Sports Mobile AppThe redesign of FS1’s digital content will comprise mainly of content personaliza-tion and viewing simplicity. Viewers will have a “one stop shop,” where they can access live broadcasting, real–time up-dates and live Twitter feeds with multi–screen viewing capabilities.

We will use push notifications, specific to the user’s defined interests, to update them in real time and drive them to access FOX Sports 1’s mobile app and FOXSportsGO.

Keeping in mind that some viewers, particularly older fans, may not desire this type of view or may not have ac-cess to it —as it is a more enjoyable experience on a mobile device — they will have the ability to personalize the type of content they see. Each viewer will be able to pick and choose which screen views they prefer to see when accessing FS1’s digital content, whether they prefer traditional broadcast style or the hi–tech inside–the–car views.

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FOXSportsGO

A. Traditional live broadcasting

B. 360º GoPro view

C. Live Twitter feed

D. Screen swap, whether viewer prefers broadcast or 360º GoPro view

E. Snapchat content

TACTICS

B. The Backseat driver GoPro camera puts the viewers in the driver’s seat with a 360-degree inside look at their favorite NA-SCAR driver. The GoPro camer-as allow the viewer to move

D. This button allows view-ers to swap screens and make the GoPro Backseat Driver camera the large screen so the he/she can interact with the camera. Due to lack of space on mobile devices there will be a click and drag feature that allows viewers to open up to the large screen by dragging the icon into the center of the screen. This feature is also optional.

what they see along with their phone or iPad. Live streaming on the website will have a click and drag fea-ture that will allow the viewers to have the same capability.

Redesign Digital Content, Website — FoxSports.com/FS1

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E. This feature gives viewers the capability to view NASCAR Snapchat content that features a particular geofilter on race day. This will allow fans to view live tailgat-ing, fans attending the race, drivers and pit crews throughout the event. Viewers can choose if they want this feature to be visible, or it can be pushed aside simply by swip-ing it in the direction off the screen.

A. Traditional live broadcast streaming will be available for viewers online and through FOXSportsGO. This allows live video stream of races to be viewed from electronic devic-es.

C. This feature allows view-ers to look at comments from their favorite sports writers, athletes and friends they fol-low on Twitter. They have the option of viewing comments of fans at the race through #FS1NASCAR. There also is an option to push the feed aside if the viewers prefers traditional media and doesn’t want it to distract them from the race.

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TIMETABLE

APRIL 2016

NOVEMBER 2016 (END OF 2016 SEASON)

DECEMBER 2016 – JANUARY 2017

JANUARY 2017

Begin renovations to FOXSportsGO, FOX

Sports Mobile App and FoxSports.com/FS1

Video production of Backseat Driver

promotional viral videos

Press release on new chang-es to digital content for the upcoming 2017 seasons

Week 2 – release the first of six Backseat Driver promotional videos,

releasing another video each of the following

weeks

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FEBRUARY 2017

WEEK OF SUPER BOWL 51 (FEBRUARY 2017)

MARCH 2017

MARCH – APRIL 2017

Continue release of celebrity match–up vid-eos up until the week of

Daytona 500

Launch of celebrity explanatory video of NASCAR rules;

First of driver polls on FOXSports Mo-bile App and FoxSports.com/FS1

Release compilation video of GoPro360º views to ignite interest even more as

Daytona 500 approaches; Take advantage of the fact that FOX Sports

has the rights to Super Bowl 51 and will have a great opportunity to reach

millions of viewers at that time

Promotional appearances on various FOX Sports 1

shows, run weekly promotional videos

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EVALUATION, monitored from April 2016 to November 2017

social media

web tracking

app use & downloads

– Monitor the number of likes, shares and retweets the Backseat Driver promo-tional videos get on social media platforms

– Monitor trending NA-SCAR topics being dis-cussed on Facebook and Twitter

– Track the number of viewers that accessed the Backseat Driver promo-tional videos on Hulu+ to determine if it is worth it to release more NASCAR content on Hulu+

– Track the use of the #FS1NASCAR hashtag on social media

– Measure website traffic and total visits > Repeat visits > Unique visits

– Monitor traffic sources > Organic search > Referral traffic > Direct traffic > Social traffic – Track bounce rate

– Measure stickiness

– Determine websites top pages > which sport is getting the most access form users –Track conversion rates

– Monitor which content is being accessed by viewers using FOXSportsGO and the FOX Sports mobile app

– Track the number of new app downloads

– Track number of new reg-istrations on FOXSportsGO

FACEBOOK, TWITTER FOXSPORTS.COM/FS1 FOX SPORTS, FOXSPORTSGO

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SOURCESBleacher Report, Inc. “About Our Company.” Bleacher Report. 2015. Web. 13 Mar. 2016. <http://bleacherreport.com/about>BW. “Fox Sports 1 Debuts, Promises To Never Be Above Games.” Brietbart Sports. 17 Aug. 2013. Web. 13 Mar. 2016. <http://www.breitbart.com/ sports/2013/08/17/fox-sports-1-espn-cnn/>comScore “FOX Sports.” Fox Sports Mobile. Fox Sports, n.d. Web. 13 Mar. 2016. <http://www. foxsports.com/mobile>“FOX Sports Extends NASCAR Broadcasting Agreement through 2024.” FOX Sports. Fox Sports, 1 Aug. 2014. Web. 13 Mar. 2016. <http://www.foxsports.com/nascar/ story/sprint-cup-fox-sports-broadcast-rights-nationwide-2015-to-2024-in-extend ed-expanded-agreement-080113>Giorgio, Pete. “Deloitte Sports’ Starting Lineup: Sports Industry Trends That Will Dis rupt and Dominate 2016.” Deloitte. 2016. Web. 10 Mar. 2016. <http://www2. deloitte.com/us/en/pages/consumer-business/articles/sports-business-trends-dis ruption.html#> Hamdhaidari, Moe. “Digital Trends for the Sports Industry in 2016.” deltatre. 27 Jan. 2016. Web. 10 Mar. 2016. <http://www.deltarte.com/2016/01/digital-trends-for- the-sports-industry-in-2016/Mickle, Tripp. “NASCAR Evaluating Souvenir Row.” SportsBusiness Daily. SportsBusi- ness Daily, 30 June 2013. Web. 13 Mar. 2016. <http://www.sportsbusinessdaily. com/Journal/Issues/2014/06/30/Leagues-and-Governing-Bodies/NASCAR-mer chandise.aspx>Smith, Chris. “The Business of Nascar.” Forbes Magazine. 17 Feb. 2016. Web. 13 Mar. 2016. <http://www.forbes.com/nascar-valuations/> Stetler, Brian. “In Bid for Sports Dominance, Yahoo and NBC Make Web Deal.” The New York Times. 9 Dec. 2012. Web. 13 Mar. 2016. < http://mediadecoder blogs.nytimes.com/2012/12/09/in-bid-for-sports-dominance-yahoo-and-nbc- make-web-deal/?ref=brianstelter>

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