RCR: Road to Daytona

ABOUT THIS ENTRY

RCR: Road to Daytona is a six-part documentary series that provides an exclusive, behind-the-scenes look at Richard Childress Racing’s preparation for the NASCAR season opener at Daytona. The series follows drivers Austin Dillon, Jesse Love, Austin Hill, Kyle Busch, and team owner Richard Childress, highlighting their personal journeys, challenges, and the intense physical and mental preparation required to compete at the highest level.

How does this represent "Excellence in Engagement"?

RCR: Road to Daytona sets new benchmarks in fan engagement by blending authenticity, behind-the-scenes access, and emotional storytelling, creating deeper connections between drivers and fans. With an exceptional 5.68% Instagram engagement rate, far surpassing the typical 1-3% for sports content, the series demonstrated that fans crave more than just race footage—they want to connect with the human side of the sport.

By focusing on both personal and technical aspects of racing, the series offered a more immersive experience, allowing fans to invest emotionally in the drivers' journeys. This approach can inspire the industry to shift toward more narrative-driven content highlighting athletes' personal stories, fostering a stronger fan connection.

The series' success also encourages cross-platform collaboration, with NASCAR partners like Racing America and CW interested in featuring it. This trend could prompt other teams and brands to adopt similar strategies, blending behind-the-scenes access with personal storytelling to engage fans. Ultimately, RCR: Road to Daytona sets a new standard for fan engagement in motorsports, moving the industry toward more authentic, emotionally connected, and multi-platform content.

Objective

The primary objective behind creating RCR: Road to Daytona was to offer an intimate, behind-the-scenes look at Richard Childress Racing drivers' personal and professional journeys as they prepare for NASCAR's most iconic race—the Daytona 500. The goal was to go beyond the typical racing coverage, showcasing not only the intense technical preparation but also the human side of the sport. Each episode focuses on a different driver's and team members' unique perspective, highlighting the pressures of living up to RCR's legacy, personal sacrifices, and the camaraderie that drives the team forward.

The series also emphasized the balance between competition and collaboration within the RCR team. By capturing authentic moments and personal stories, it aimed to engage NASCAR and RCR fans on a deeper emotional level, offering an inside look at the sport's challenges and triumphs.

Additionally, the documentary sought to document the broader efforts of the team, from race preparation to the mental and physical grind, reflecting the meticulous planning and resourcefulness required to compete at the highest level of motorsport. Ultimately, the goal was to create an engaging and compelling portrayal of the drivers' journey to Daytona.

Strategy & Execution

RCR: Road to Daytona was designed with the modern sports fan in mind by blending compelling storytelling with authentic, behind-the-scenes access that resonates with today's audience. In an era where fans crave a deeper connection with athletes and teams, the series prioritizes emotional engagement, offering an inside look at the personal struggles and triumphs of the drivers. It moves beyond traditional race coverage by focusing on the human side of racing-highlighting the pressures, sacrifices, and motivations that drive the athletes to succeed.

The series also caters to a tech-savvy, fast-paced audience by using dynamic cinematography and innovative filming techniques that capture the intensity of both the race and the preparation leading up to it. Through locations like RCR's race facilities, simulators, and test tracks, the documentary provides fans with unique insights into the meticulous technical aspects of NASCAR while still keeping the content emotionally relatable.

Road to Daytona aligns with the modern fan's desire for authenticity, transparency, and depth by incorporating high-energy moments with personal narratives and dramatic visuals. The series taps into the growing interest in immersive, multi-layered content that provides more than just a race—it offers an engaging experience that resonates emotionally and intellectually with contemporary sports enthusiasts.

Organizations

• Richard Childress Racing

Links

•   Website

Featured

• Richard Childress - Team Founder/Owner of Richard Childress Racing
• Austin Dillon - RCR driver of the No. 3 Chevrolet car in the CUP Series
• Kyle Busch - RCR driver of the No. 8 Chevrolet car in the CUP Series
• Austin Hill - RCR driver of the No. 21 Chevrolet car in the Xfinity Series
• Jesse Love - RCR driver of the No. 2 Chevrolet car in the Xfinity Series

Credits

Heather Lanphar
Manager, Digital Marketing
Richard Childress Racing

Dan Bezilla
Sr. Manager, Digital Marketing
Richard Childress Racing

Maddie Boyd
Coordinator, Digital Marketing
Richard Childress Racing

Jennifer White
Chief Marketing Officer
Richard Childress Racing