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Undercover Boss : NASCAR Hopes To Improve Image From Show

October 23, 2010 03:00 PM by Sarah_Monson

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CBS’s hit show Undercover Boss is becoming a pretty good PR machine for all the companies that appear on it. It was all over the news when the CEO of Frontier Airlines announced on the show that he would be reinstating the 10% mandatory pay cut. Now, NASCAR hopes to have a positive impact from the show and maybe gain a new and more diverse core audience in the process.

This Sunday, NASCAR is hoping for to promote the brand to potential new fans that are already hooked on the hit show.

The episode of the CBS show revolves around Steve Phelps, NASCAR’s CMO, as he works with a pit crew, works a concession stand and paints Daytona Speedway’s start and finish lines.

Appearing on the show is just one of many new tactics that NASCAR is trying out to gain more fans. They are already launching a new series called “Changing Lanes” that gives minorities and women the chance to compete for a spot on a NASCAR race team.

But NASCAR wants to be seen as more than just a racing brand. It’s paired up with musicians like the Red Hot Chili Peppers, Matchbox 20 and Lenny Kravitz and upcoming films like Disney’s “Cars 2″ and Paramount’s third “Transformers” to get more brand diversity.

“We want to be in places where folks consider us not to be,” Phelps told Daily Variety. “By being mainstream, we surprise people. We believe entertainment is a great way for us to reach a new fan or reinforce an existing fan’s interest in the sport. The key for us is to live where these people live. Whether it’s movies, music or television shows, we have to reach people where they are.”

The Undercover Boss episode airs one week before NASCAR’s annual Talladega Super Speedway race on Halloween – based on the Will Ferrell comedy “Talladega Nights: The Ballad of Ricky Bobby.”

Said the CMO about appearing on the show: “I had some trepidation before filming the episode, but I knew it would be great for the brand and the sport in general. It’s not a gotcha show, which gave me some comfort. Having this be a broad-based look at the sport and some of the action on the track, gives a sense of how things work.”

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Photos Courtesy of CBS

Topics: CBS Reality TV Shows, Undercover Boss |

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