Executive Narrative · Multicultural Growth Platform
NASCAR Te Mueve
Identifying an Underserved Market and Designing the Multicultural Growth Platform That Helped Modernize How NASCAR Engaged Hispanic Fans
How an underserved Hispanic market opportunity became NASCAR Te Mueve — an integrated multicultural growth platform spanning broadcast, digital, CRM, social, print, trackside, and sponsor activation.
ThesisNASCAR did not need a translated campaign. It needed a culturally authentic market-entry system that could earn emotional connection before asking for fandom.
The assignment was never to make NASCAR louder in Spanish.
It was to recognize an underserved market, design a culturally authentic entry system, and help an iconic American motorsport earn emotional connection where translation alone had failed.
Awareness without belonging is not growth. The work had to earn trust before it could ask for fandom.
Chapter 01
Business Context
An iconic sport with heritage, sponsors, and uneven multicultural relevance — needing a platform, not a flight.
At Marca, I worked on NASCAR Te Mueve for NASCAR: an integrated multicultural marketing platform built to introduce the sport through culture, community, and modern digital engagement.
NASCAR already had heritage, broadcast reach, sponsors, and passionate fans. What it lacked was a durable way to show up for Hispanic audiences across the surfaces where attention actually moved — television and radio, digital advertising and a dedicated web destination, social media and CRM, print, trackside activation, sponsor integration, and athlete storytelling.
That mix mattered. Growth would not come from a single clever spot. It would come from a coherent invitation people could recognize whether they met the brand in a living room, on a phone, in an inbox, or at the track.
- An iconic sport with deep heritage and uneven multicultural relevance
- Hispanic audiences shaped by family, community, and cultural fluency
- Sponsor ecosystems that needed authenticity without diluting brand equity
- Digital engagement as a necessary capability inside multicultural expansion
Chapter 02
Inflection Point
Awareness without belonging. Why translation alone could not earn the next generation of fans.
Among many Hispanic consumers, NASCAR was known and still distant — geographically remote, culturally narrow, and disconnected from the family traditions that pass sports fandom from one generation to the next.
That is a harder problem than low awareness. Awareness without relevance produces polite indifference. A translated slogan produces recognition without belonging. The strategic task was to design culturally relevant engagement that could compete with the sports and stories already occupying people's lives.
Digital made the stakes clearer. As NASCAR expanded multicultural marketing, it also needed modern engagement capabilities — destinations, CRM pathways, social conversation, and content systems — not only broadcast adjacency. Without those, any emotional breakthrough would dissipate between race weekends.
This was an untapped growth opportunity disguised as a language problem. Treating it as translation would have missed the work entirely.
Chapter 03
Executive Decisions
Platform over flight. Belonging over translation. Systems over channel noise.
The decisive move was to treat Te Mueve as market-entry infrastructure: a culturally authentic platform spanning television, radio, digital advertising, social media, CRM and email, a dedicated web destination, print, trackside activation, sponsor integration, and athlete storytelling.
The creative center of gravity shifted away from traditional NASCAR messaging toward heart, athleticism, determination, emotional intensity, aspiration — human entry points that could earn attention before the sport asked people to learn its machinery.
01Build a market-entry platform, not a translated campaign
The default path would have been Spanish-language versions of existing NASCAR creative timed to race weekends.
Alternatives considered
- Translate flagship English assets
- Buy awareness with one seasonal flight
- Treat Hispanic marketing as a media buy with creative attached
Tradeoff
Less immediate ‘campaign launch’ theater. More durable architecture across channels and seasons.
Why
Translation preserves words. It does not create belonging. The underserved market needed a system that could earn emotional connection over time.
Result
Te Mueve was designed as culturally authentic market entry — culture first, conversion second.
02Lead with human intensity, not motorsport jargon
Heart, athleticism, determination, emotional intensity, and aspiration travel across culture when the expression is fluent. Race mechanics alone do not.
Alternatives considered
- Center schedules, standings, and technical spectacle
- Rely on stereotype shortcuts for ‘Hispanic creative’
- Keep messaging generic to reduce brand risk
Tradeoff
Higher creative rigor and research pressure. Less interchangeable sports advertising.
Why
People enter sports through identity and emotion. Teaching the product comes after they care.
Result
Story systems opened with human stakes, then invited audiences deeper into the sport.
03Design one ecosystem across broadcast, digital, CRM, and live
Each channel could have optimized independently — and fractured the invitation into disconnected tactics.
Alternatives considered
- Separate broadcast, web, social, and experiential creative systems
- Let placements redefine the message per vendor
Tradeoff
Tighter creative governance. Less channel-level improvisation.
Why
Trust compounds when the same platform feels recognizable from a television moment to an inbox to a trackside activation.
Result
Television, radio, digital, social, CRM, web, print, trackside, and sponsorship were planned as one architecture.
04Treat digital engagement as core capability, not an afterthought
Multicultural expansion without modern digital engagement would leave emotional breakthroughs stranded between broadcasts.
Alternatives considered
- Broadcast-first with static brochure sites
- Social as distribution only
- CRM as an after-the-fact email blast list
Tradeoff
More systems to design and maintain. Stronger continuity between attention and relationship.
Why
Digital is where modern sports fandom is rehearsed daily — discovery, conversation, and return.
Result
Web destination, digital advertising, social, and CRM pathways were designed into the platform thesis.
05Refuse empty multicultural theater
It is easy to buy the appearance of inclusion without changing the experience people actually meet.
Alternatives considered
- Token bilingual lockups on unchanged English journeys
- One influencer post as proof of program depth
Tradeoff
Harder stakeholder conversations. A cleaner integrity test for every asset.
Why
If the experience does not respect the audience, the brand cannot ask for loyalty — especially under sponsor scrutiny.
Result
Creative and experience decisions were judged by relationship quality, not checkbox representation.
01
Temptation
Win the room with louder race-day spectacle
Rejected
Volume as a substitute for cultural fluency
Prioritized instead
Platform coherence and emotional entry points audiences could trust
Strategic consequence
The work could extend beyond a single weekend without resetting the relationship each time.
02
Temptation
Claim sole credit for market movement
Rejected
Causal KPI theater the evidence cannot support
Prioritized instead
Honest framing of verified market outcomes alongside platform and organizational results
Strategic consequence
The case remains credible for executive audiences who can smell invented attribution.
Chapter 04
Organizational Alignment
Agency, client, broadcast, sponsors, and partners — one invitation across many production realities.
As Digital Creative Director at Marca (2014 – 2015), my contribution sat at the intersection of creative strategy, experience design, digital strategy, multicultural marketing, campaign systems design, and integrated brand experience.
The work required holding a platform thesis steady while broadcast, digital, social, CRM, print, trackside, and sponsor surfaces all wanted local optimization. Judgment lived in the architecture: what stayed consistent, what adapted by channel, and what never belonged in the system.
This was agency–client leadership inside a larger NASCAR multicultural program — not a claim of sole ownership over every partner activation that followed.
Where I led
- Creative strategy and platform thesis
- Experience design across digital destinations
- Digital strategy and engagement pathways
- Campaign systems and bilingual content architecture
- Integrated brand experience from film to trackside
Where the work coordinated
- Client and brand stakeholders
- Broadcast and media partners
- Sponsor and activation teams
- Social, CRM, and production partners
Te Mueve was not a campaign with digital attached. It was an integrated multicultural marketing platform spanning television, radio, digital advertising, social media, CRM and email, a dedicated web destination, print, trackside activation, sponsor integration, and athlete storytelling.
Every surface had to express the same invitation in the grammar of that channel. Broadcast carried emotional scale. Digital and CRM carried continuity. Social carried conversation. Trackside made the promise physical. Sponsors had to enter without turning authenticity into inventory theater.
Integrated multicultural platform
Not a media plan with creative attached. One culturally authentic invitation to the sport — expressed through every surface where attention, trust, and sponsorship already lived.
On digital surfaces, information architecture and interaction design carried the same emotional entry points as the films: a clear reason to care, a respectful path into the sport, and a next step that felt like joining a movement rather than reading a brochure.
Chapter 05
Business Impact
Verified market movement, platform infrastructure, and sponsor ecosystem — carefully attributed.
Results are organized in three levels so executive readers can distinguish market context, what the platform delivered, and what it enabled next. Causation is not over-claimed.
1 · Verified market outcome
During NASCAR's broader Hispanic-market expansion surrounding Te Mueve, Hispanic Sprint Cup viewership increased approximately 30–35%.
2 · Platform outcome
Created an integrated multicultural marketing platform spanning broadcast, digital advertising, CRM/email, social, a dedicated web destination, print, trackside activation, sponsor integration, and athlete storytelling.
3 · Organizational outcome
Established scalable platform infrastructure that later supported Toyota activation, NASCAR Mexico, Spanish-language programming, ongoing digital engagement, and partner marketing.
Sponsor ecosystem
Toyota's NASCAR multicultural activation — including Te Mueve integration — received NASCAR's 2014 Marketing Achievement Award.
Longer term, NASCAR continued extending multicultural engagement through Spanish-language media, digital engagement, NASCAR Mexico, NBC Universo, and partner activation. Te Mueve is best understood as foundational infrastructure for that trajectory — not a one-time campaign that ended when the flight did.
- Helped reframe Hispanic engagement as market entry and relationship design
- Embedded digital destinations and CRM pathways into multicultural expansion
- Created reusable bilingual creative and experience systems partners could extend
- Demonstrated enough platform value for major sponsor integration
The artifacts below show how the platform looked in practice: research that shaped the strategy, film and short-form storytelling, digital destinations, trackside activation, and community presence.
Digital destination
Noticias
Activaciones
Trackside
Community
What This Demonstrates
NASCAR Te Mueve demonstrates executive creative leadership on a market-entry problem: seeing an underserved audience clearly, refusing the translation shortcut, and designing a multicultural growth platform that could carry emotional connection across broadcast, digital, CRM, social, print, trackside, and sponsorship.
It is also a case about modernizing engagement. Helping introduce digital destinations, CRM continuity, and social conversation into NASCAR’s multicultural work was not decorative — it was how belonging could survive between race weekends.
For organizations hiring VP Design, VP Experience, VP AI Strategy, Chief Creative Officer, or senior transformation partners, the signal is judgment under ambiguity: knowing which system to build when the brief asks for noise.