Racing-themed movie inspires host of initiatives for the annual motor race event.
NASCAR and Disney-Pixar have teamed up to feature the upcoming film Cars 3 in a series of activations for the Daytona 500 and entire race season.
The collaboration will kick off this weekend at the Daytona 500 with the premiere of a new on-air promo as well as a co-branded merchandise program with Fanatics, which will feature film-related products at the Fanatics Trackside Superstore as well as online at the NASCAR.com Superstore. The partnership will also include life-sized cars designed to look like the movie’s characters at the Daytona 500 and select races throughout the NASCAR season.
Meanwhile, races taking place during the 2017 Monster Energy NASCAR Cup Series will feature a Cars 3 at-track presence through an array promotions. NASCAR Acceleration Nation, the sport’s youth program, and the NASCAR Hall of Fame will also be featured throughout the duration of the Cars 3 nationwide tour.
Later this year, the two companies will also release NASCAR Acceleration Nation and Cars 3 co-branded in-classroom learning materials for elementary school students.
In addition to new products and on-track promotions, a raft of NASCAR drivers–including Jeff Gordon, Richard Petty, Kyle Petty and Chase Elliott, among many others–have been tapped by Pixar Animation Studios to voice characters in the new film.
“We’re excited to take part in delivering the Cars 3 experience to our current and next generation of fans, at-track, in school, online and across the country,” says Zane Stoddard, vice president, entertainment marketing and content development, NASCAR. “In addition to all the engaging NASCAR Cars 3 elements industry-wide, we think our fans will really enjoy the roles of several young drivers in the film.”
Additionally, NASCAR and EA Mobile’s “Real Racing 3” will return to the Daytona 500 to create a series of exclusive videos for in-game use and on social media. Meanwhile, the video game “NASCAR Heat Evolution” has released its 2017 team update, which includes team and roster updates, new drivers, new 2017 paint schemes, new cars and more. It game’s update will also allow players to choose between race, championship and career modes.