HotPass a DirecTV path to inner world of NASCAR

Unless you've lost the remote lately, you can't help but notice that DirecTV is getting into motorsports in a big way.

The satellite entertainment provider, which will sponsor Richard Childress Racing's No. 07 Chevrolet driven by Clint Bowyer six times this season, recently introduced NASCAR HotPass to the NASCAR world, and early returns suggest the company has a hit on its hands.

Essentially, NASCAR HotPass, which is only on DirecTV, features five dedicated driver channels offering multiple camera angles, real-time car telemetry, in-car audio communication and a dedicated announcer team. The new service, combined with race-day telecasts and NASCAR.COM coverage, will give fans the most comprehensive and powerful NASCAR experience possible.

And it's pretty cheap, too. DirecTV customers can now purchase the service at a full-season package price of $99 or on a pay-per-week basis for $29.99.

This week at Atlanta, there's even a new HotPass paint scheme for Bowyer's car, which is normally backed by Jack Daniel's.

"DirecTV has been an important partner to RCR over the past two years, and the company's new NASCAR HotPass service is an exciting innovation in how our sport is presented to fans," said Richard Childress, president and CEO of RCR. "We're proud to feature DirecTV's NASCAR HotPass logo with this exciting paint scheme."

DirecTV has sponsored a race at Martinsville, utilized the RCR team in several races and now adds the content-rich premium channel to its NASCAR portfolio for 2007.

"Richard and the entire RCR team have been fantastic partners over the last two years, and with the launch of NASCAR HotPass this year we knew they would play a critical role in helping us raise awareness for the new service" said Jon Gieselman, president of advertising and public relations for DirecTV. "We have been overwhelmed by the incredible response for NASCAR HotPass so far, and we look forward to sharing our innovative race experience with even more die-hard fans in the future."

The fact that DirecTV and its network of providers is revving up the marketing machine behind the launch of the new program hasn't hurt, either.

The 25 cameras that DirecTV uses are spread among five of the most popular drivers on the circuit -- at Atlanta, the list is Mark Martin, Tony Stewart, Greg Biffle, Jimmie Johnson and ...wait for it ... Dale Earnhardt Jr. (like you thought he wasn't going to be on the list!). The driver lineup will change from time to time, but you can count on it being the biggest and the best.

Each driver has five cameras -- one in-car, two overhead corner cams in Turns 1 and 3, an overhead on the pit box and a pit-crew shoulder camera.

While the HotPass program is not commercial-free (they have to pay for this somehow!) they do something that the broadcast networks have kicked around but never implemented -- double-screen so that the programming is playing through the commercials in the lower left-hand part of the screen.

Like any good NASCAR marketer, DirecTV also knows that the way to reach those of you who want to know more about the product is to market where race fans gather -- the track.

To that end, the DirecTV Zone was created. A mobile luxury lounge will make 17 stops throughout the season at various races, located in the infield to reach as many prospective fans as possible.

Featuring a variety of high-tech amenities, including full access to the exclusive new NASCAR HotPass only on DirecTV, the Zone made its debut at Daytona last month.

"NASCAR and DirecTV are a winning combination, and we're making an effort to pull out all of the stops in 2007 for the fans watching at home and those attending NASCAR events," said David Hill, president of DirecTV Entertainment. "While the NASCAR HotPass service will redefine the NASCAR viewing experience, the DirecTV Zone will bring the race-day experience to another level as well."

The DirecTV Zone will feature viewing areas for fans to experience the NASCAR HotPass service in style, via five separate screens/channels (one for each of the five drivers). In addition, the DirecTV Zone will feature a roof-top lounge where fans will have the ultimate bird's-eye view of the race on the track.

Every fan in attendance at these 17 select Nextel Cup races will receive a lanyard card upon entry to the track equipped with a special bar code. Dedicated DirecTV Zone ambassadors will direct fans to visit one of six mobile pit boxes located around the track.

Each pit box is equipped with four computer screens where fans can swipe their lanyard cards to find out if they've won an instant seat upgrade to the DirecTV Zone or other prizes. When a winning fan is identified, ambassadors will provide escorts via special DirecTV Zone golf carts for each winner. In addition, winning fans will have the chance to meet NASCAR personalities, including longtime broadcaster Larry McReynolds, as well as Crew Chief Club or DirecTV race team members.

If you don't have satellite television yet, this is your chance to get in on the ground floor. The DirecTV NASCAR HotPass service alone is worth the price, and chances are, there'll be someone calling you soon to see if it's something you'd like to do.