Give Fox Sports marketers points for creativity in their promotional campaign for Sunday's Daytona 500.
Rather than promoting the illustrious history of the Great American Race for the umpteenth time, the network is focusing on what fans, not drivers, do around the Super Bowl of stock-car racing.
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The campaign's message: "Daytona Day" is an unofficial national holiday like Super Bowl Sunday or Kentucky Derby Day on which family and friends gather to watch, cheer and party.
The strategy makes sense on several levels.