Niece Motorsports MarCom Social Media Campaign Submission
Overview
In 2025, Niece Motorsports celebrated its tenth consecutive season of competition in the NASCAR Craftsman Truck Series. To celebrate this achievement, the team ran three commemorative ‘throwback’ paint schemes at Texas Motor Speedway on May 2, 2025. More than just special paint schemes on-track, the team created a social program around the throwback schemes to highlight significant moments from the team’s history, at the ‘home’ track of team founder Al Niece. The goal of the program was to utilize the special-designed race trucks as an avenue to tell the Niece Motorsports story as it celebrated its tenth anniversary.
Strategic Planning
Typically, NASCAR holds a series-wide “throwback” weekend each season in the NASCAR Craftsman Truck Series, where participating teams can opt to field special historical paint schemes during a specific race weekend.
However, in 2025, there was no such sanctioned throwback weekend for the Truck Series. Niece Motorsports decided to take matters into its own hands and create its own throwback weekend. As part of the celebration of the team’s tenth consecutive season of competition, the team selected team founder Al Niece’s home track of Texas Motor Speedway to field three throwback paint schemes. The liveries selected harkened to historically significant moments from the team’s history.
Upon selecting the May 2, 2025 race at Texas Motor Speedway as the throwback weekend, the team then chose the three significant historical moments:
A livery mirroring the first-ever paint scheme fielded by Niece Motorsports, also at Texas Motor Speedway, in 2016.
A livery mirroring a paint scheme from a historically significant win, and subsequent disqualification, at Iowa Speedway in 2019.
A livery mirroring a paint scheme from a win that locked Ross Chastain and Niece Motorsports into the 2019 NASCAR Playoffs.
These three historical events were selected as they were watershed moments for the team. From there, a social media campaign was drawn up to tell the stories associated with those three liveries and the significance they hold for the organization.
Content Creation
The goals of the social media campaign were to showcase the history of the organization as it celebrated ten seasons, while also generating affinity, awareness, and fan-engagement for the team in the NASCAR space.
The team created compelling and informative social, digital, and video content and a schedule to share that content across social platforms.
In order to measure the success of the communications program, key metrics were tracked on team social platforms, including interactions and engagement.
The team’s content creation goal was to produce visually compelling vehicle branding, that served as a literal vehicle for creating engaging and informative content on the team’s social platforms.
The campaign was launched with a post that teased the team’s intent to create its own throwback weekend at Texas Motor Speedway.
On the following day, the team gave a sneak peek at the first scheme to be unveiled, which was the No. 45 Chevrolet Silverado. This scheme paid homage to the very first scheme Niece Motorsports ever fielded, which also happened to come at Texas Motor Speedway in 2016.
Later that same the day, the team unveiled the No. 45 throwback paint scheme with a photo graphic featuring side-by-side images of the original and throwback schemes.
Next up the following day was a tease for the No. 44 throwback paint scheme, with a close-up photo of the team’s Iowa win trophy. Fans that looked closely would actually be able to spot the throwback truck in the background of the image.
Following the same pattern as the day prior, the team shared the unveiled scheme later that afternoon. This unveil featured both a photo and video element. The photo graphic included an image of the throwback paint scheme and Iowa trophy side-by-side. Overlaid on the image were the historical images of the scheme referenced.
The video that accompanied this unveil dove in to tell a historically significant event in the team’s history.
To close out the unveils of the schemes, a tease was shared for the No. 42 vehicle, featuring the driver’s name rail on the truck in a different color-way.
Later in the day, the third and final throwback scheme was revealed. The post featured a graphic with images of the new scheme, alongside the 2019 race-winning paint scheme.
The throwback content was rounded out with a special video from team founder Al Niece, speaking about the significance of the schemes and what they meant to him.
The team’s standard race-week graphics showed all three throwback trucks, while linking to the associated press materials for each individual team.
A ‘class photo’ of all three trucks in the shop together under the team’s tagline “Press the Attack” was a unique opportunity to display the three vehicles together.
Driver Bayley Currey took fans along on a virtual lap around Texas Motor Speedway in a digital livery matching the one he would take to the track with.
To close out the social campaign, an image of two of the three throwback trucks racing on track together – both of the designs from 2019 – was shared during the race event.
Overall, the broad variety of content achieved the team’s goal of piquing fan interest on its social platforms. The engaging and informative content gave fans an opportunity to celebrate the team’s history in its tenth anniversary season.
Campaign Execution
The campaign featured a relatively tight eleven-day timeline, as it was centered around a specific race weekend. The creative team used the weeks leading up to the launch of the campaign to select the inspiration liveries, design the throwback liveries that would hit the track, and build out the social content plan.
The campaign launched on Tuesday, April 22 – the week prior to the race event at Texas Motor Speedway.
Content specific to the throwback campaign was shared regularly during the eleven-day campaign window.
The campaign wrapped up on NASCAR Craftsman Truck Series race day at Texas Motor Speedway on Friday, May 2.
Analytics and Measurement
When studying the metrics, the program was a huge success, as the team saw a 252% increase in impressions and a 570% increase in engagement when looking at this social media campaign, compared year-over-year to race weekend content from Texas Motor Speedway in 2024.
Full Report
To review a document that outlines the highlights of the entire campaign, please click on the button below.
