How NASCAR Created a Better Fan Experience
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How NASCAR Created a Better Fan Experience

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Engaging with fans and creating better experiences for them is a priority for sport brands. But how do companies reach social media natives and the always-on generation, join their conversations and ...

Engaging with fans and creating better experiences for them is a priority for sport brands. But how do companies reach social media natives and the always-on generation, join their conversations and positively interact with them online? In this case study, we show how NASCAR turned to HP to help it find a technology solution that allowed it to make use of the social and media data it was gathering.

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How NASCAR Created a Better Fan Experience How NASCAR Created a Better Fan Experience Document Transcript

  • How NASCAR created a better fan experience Business Value Exchange Presents HP Enterprise Services Case Studies www.businessvalueexchange.com
  • 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 3,790,190 Likes Facebook 1,316,461 Followers Twitter 51,610 Subscribers YouTube more than 150countries in 20languages The Challenge Business Value Exchange Presents HP Enterprise Services Case Studies
  • “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. Business Value Exchange Presents HP Enterprise Services Case Studies
  • 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 Office, NASCAR Business Value Exchange Presents HP Enterprise Services Case Studies
  • The Outcome The 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. Business Value Exchange Presents HP Enterprise Services Case Studies
  • “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 fifteen years ago.” Brian France, Chairman and CEO, NASCAR Business Value Exchange Presents HP Enterprise Services Case Studies
  • Nobody has all the right answers on how to stay ahead of the competition and be agile in the current market environment. In this increasingly uncertain world, what's required is combined wisdom. Business Value Exchange is the place where you can explore different perspectives on how digitisation is advancing today's enterprises - whether that's delivering a better experience for the customers, empowering employees, or enabling greater innovation. Read it, be inspired and deliver even greater value as the digital leader of your business. The Business Value Exchange case study series offers you insights into how various companies, from a cross-section of industries and sectors, have benefitted from deploying technologies like mobility, data analytics, cloud and security to advance their businesses. Take a look at more of our resources on the Business Value Exchange website. Businessvalueexchange.com is brought to you by HP Enterprise Services, in partnership with CIO Magazine and IDG. www.businessvalueexchange.com Copyright © 2014 HP Business Value Exchange Presents HP Enterprise Services Case Studies