Listen to “Be There”…

Penned by Glenn Kesner, Randy Watchler, Greg Barnhill and the extraordinary talents of 615 Music; “Be There” has become the theme song and brand building hit for millions of NASCAR fans. They sing it at the track and hear it everyday on promos, graphic packaging and off-air marketing Auracana created for SPEED for the last two NASCAR seasons.

Here’s a “Be There” fan letter that is picture perfect proof of the two-ways connections we build between brands and audiences.

To whom it may concern:

I just wanted to say that the new theme song for NASCAR on SPEED is awesome! The song “Be There” couldn’t have been made any better. My husband and myself watch Nascar on Speed as well as a few other programs. This song fits so well. It really gets us ready for what is to come. The song makes you feel as if you are right in the middle of all the action of NASCAR! It is truly the way a TRUE NASCAR FAN feels. I feel it is safe to say that this song gets all Nascar fans watching the Speed Channel pumped! Thanks you so much for creating a theme song that fits the way the fans view the action of NASCAR! On this choice we give you the CHECKERED FLAG!!!!

- Thanks, 
Josh & Monica Lawrence, TX

Coincidentally, Auracana led the initial image campaign for Discovery Health Channel a few years back. DHC will be the distribution platform that will transform into the newest hit venture from Oprah and Discovery next year.

Glenn Kesner, Auracana’s President, launched Turner Classic Movies. As VP/Creative Director, he charted new waters on how to brand, design and promote a movie network. More than 15 years and dozens of awards later; TCM still remains true to Glenn’s original vision.

Enjoy this 15th anniversary retrospective from Turner Classic Movies

Montage celebrating 15 years of Turner Classic Movies [YouTube]

After re-branding and redesigning SPEED and leading many of their highest profile campaigns, Auracana was tapped for the second year in a row to lead the 40 plus week NASCAR on SPEED branding, design and on-air marketing campaign including brand strategy, promo packages, ids, graphic toolkits, image ids and radio.

Auracana conceived, wrote and produced all aspects of this adrenaline-fueled multi-platform campaign including packages and promos for NASCAR Raceday, the All-Star Race, the Camping World Truck Series and an image based  a “Anthem” campaign.

This year’s ALL-Star race continued to mirror its all-time network ratings record from last year. which included a star-studded pitch from Dale Earnhardt Jr, Jeff Gordon, Kasey Kahne and the youngest cup series winner, Joey Lagano.

In 2008, when Auracana first led the on-air marketing initiative for NASCAR On SPEED, NASCAR Raceday posted a double-digit ratings roll with a 47 percent increase year-to-year.

Legal Seafood, the legendary New England based restaurant chain, dipped their claws into the digital waters with their first viral campaign and a ‘made in PR heaven’ media catch.

Jumping off the “if it isn’t fresh, it isn’t legal” tagline; The Legal Seafood campaign was a huge success generating many tens of thousands of hits with targeted younger audiences on You Tube and other video sites, but it also generated a feeding frenzy from the national media who found the campaign a little too ‘fresh’.  Mittcom Advertising and PodDesign brought Auracana in to produce this tale about a bunch of fish so fresh, they’ll make you, well, just check out the Legal Seafood “Raw Talk” video and see for yourself.