How NASCAR Created a Better Fan Experience

How NASCAR created a better fan

experience

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NASCAR turned to HP to help it find a tech-nology solution that allowed it to make use of the data it was gathering. It wanted to use that data to appeal to a younger, always-on audience beyond its traditional fan-base, and deliver more value to its fans, teams and sponsors.

NASCAR on social media

NASCAR races are broadcast in

3,790,190Likes

Facebook

1,316,461Followers

Twitter

51,610Subscribers

YouTube

more than

150countries

in

20languages

The Challenge


“My biggest challenge was how do we

take all this unstructured data, get it back

into the NASCAR data centres and get it

all into something that makes sense and

is organised.”

Steve Worling, Senior Director, IT, NASCAR

How do sports organisations grow their audiences? When they’re rooted in the world of live entertainment, how do they reach the social media natives and the always-on generation? And how do they engage with them?

As a brand, NASCAR is one of the leading motorsports organisations in the world. It provides millions of people across the globe with white-knuckle entertainment, sanctioning 1,200 races at 100 tracks in more than 30 U.S. states, Canada, Mexico and Europe, which are broadcast in more than 150 countries. Its social media channels are thriving. It has almost four million Likes on Facebook and over one million Followers on Twitter. But what should it do with all the structured and unstructured data it collects? How could it moni-tor and respond to instantaneous social interactions?

NASCAR wanted to develop a way of engaging with its fans and monitoring traditional and social media to find out what was being said about the brand in real-time. It then wanted to turn that data into actionable insights that could help it deliver a better experience for its fans, teams and sponsors.


The Solution

NASCAR turned to HP to provide it with a seamless end-to-end solution that was tailored to its specific needs. By partnering with HP, NASCAR was able to leverage HP’s industry frameworks, best practices, software, hardware, and display technology to create something ahead of the curve.

The result was the NASCAR Fan and Media Engagement Center (FMEC), located in NASCAR Plaza in Charlotte, N.C. The 500-square-foot, glass-enclosed space features multiple seated viewing areas and is outfitted with state-of-the-art HP Digital Signage Displays.

Built on HP’s Interactive Media Command Center, the FMEC maximises the full power of NASCAR’s data. It provides real-time analytics, enabling NASCAR to drive effective brand engagement.

Appeal to a younger always-on, socially aware audience

Make sense of the unstructured data

NASCAR was gathering

Expand beyond the sport’s traditional

fan-base

“It’s not enough just to get the data - then you

have to use the data. HP has developed for us in

the Fan and Media Engagement Center the

tools to be able to look at what’s happening out

there and react to it.”

Steve Phelps, Senior Vice President and Chief Marketing O�ce, NASCAR


The OutcomeThe Benefits of NASCAR’s FMEC

Real-time data capture and analysis of traditional and

social media, to help understand fan and media

behaviour.

Transforms data into meaningful and

actionable business insights for the enterprise,

teams and partners.

Allows NASCAR to actively engage with fans,

enabling it to discover opportunities to add value

and protect the brand.

NASCAR can now use the FMEC to drive measurement and insights from a variety of media – including television, radio, print, video, images, digital, and social media channels. It allows NASCAR to gather both structured and un-structured data from these sources, analyse them, and share insights with the right stakeholders in order to collaborate and take action.

What’s more, it allows NASCAR to engage and communicate with fans and media, using their preferred channels - all in real-time. This has allowed NASCAR to understand its fans’ behaviours across all forms of media and to directly engage with an always-on audience, giving it a better understanding of fans’ relationships with the brand.

The FMEC gives NASCAR a competitive edge, enabling it to monitor sentiment and adapt quickly to changing environments. NASCAR can now react quickly to potential risks to the brand and, more importantly, this has given it opportuni-ties to add value and create a better experience for its audience, teams, and sponsors.


“The Fan and Media Engagement Center

is the technology breakthrough that

allows us to stay much more connected

to our fans in ways that we could never

have dreamed about ten or �fteen years

ago.”

Brian France, Chairman and CEO, NASCAR


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How NASCAR Created a Better Fan Experience