Integrating Digital Products & Platforms to Increase Fan Engagement
We have formed a multi-year partnership with NASCAR to consult, design & develop digital products and platforms.
When NASCAR needed to migrate its digital properties to NASCAR-owned infrastructure, we helped their team transition their properties seamlessly and successfully. Initially, we oversaw NASCAR’s internal teams while managing vendors and suppliers to ensure an effective transition.
When the new NASCAR.com site went live we supported it full-time until the NASCAR team took over.
- Product design
- App development
- App management
NASCAR wanted to drive user-engagement and digital sponsorship ROI within the NASCAR mobile application; however, stakeholders needed assistance determining what features and content would engage their users.
iX.co was mandated to perform national research to inform the product strategy and better understand NASCAR fan behavior.
Unique features include live in-car audio, enabling fans to listen to the conversations between drivers and their crew, and live in-car cameras, so fans can view the action from the driver’s seat. Live race leaderboards include exclusive data points to follow favorite drivers, see stage winner indicators, and access live weather radar at the track. The apps also feature in-race highlights. During live races, NASCAR quickly cuts highlights of the action and pushes them to the app in just minutes. This gives the user the ability to “catch up” on the action they missed if they come into a race experience late.
NASCAR has leveraged our suite of fan engagement products on a handful of initiatives. Most recently, NASCAR customized MVPVote for two specific campaigns – their All-Star Fan Vote and voting for the Hall of Fame class. These customizations include an all-new card layout and the ability to vote for multiple options.
iX.co assisted NASCAR with the launch of NASCAR Acceleration Nation, a platform designed to engage and educate younger generations on the sport. The motorsport industry’s first national in-school education program teaches children all elements of the sport, including driver and track information and the mechanics behind making the cars go. Acceleration Nation encourages STEM and has a partnership with Scholastic books to further emphasize its importance. Over 200,000 school-age children participated in the first year of the program.
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