CHARLOTTE, N.C. — The message to Scott Warfield 2 1/2 years ago was fairly simple.
“We’re going to grow via social media,” Chief Executive Officer Brian France told the NASCAR Managing Director of Social Media.
Around the same time, and arguably even earlier when NASCAR regained control of its digital and social rights from Turner Sports in 2013, the shift away from massive marketing campaigns around 30-second TV spots had begun.
“We flipped the way we’ve gone about marketing,” said Warfield, who added that NASCAR was playing social catchup but has since narrowed the gap compared when looking at its competitors.