NASCAR, BET Partner to Attract African-American Audience

In addition to shaking up their communications organization in order to draw fans, NASCAR has partnered with Black Entertainment Television (BET) to attract Black audiences.

The New York Times reports on the new BET show Changing Lanes that premiered last night, which places 10 contestants in a house together for a month to compete for a spot as a NASCAR driver.

NASCAR has tried for years to build a diverse audience, with its Drive for Diversity program having little success.

Launch a social media campaign that will build your brand and deliver results in our online Social Media Marketing Boot Camp starting June 7. Speakers include Abigail Cusick (Bravo Digital), Gregory Galant (Sawhorse Media), Alex Leo (Thomson Reuters Digital), Jim Tobin (Ignite Social Media), and many more. Read the reviews.