NASCAR Digital Properties

Multi-year partnership with NASCAR to develop digital products that drive fan engagement.
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Background.

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 this effective transition.

When the new NASCAR.com site ultimately went live, we supported it full-time, providing product design support and mobile app development, until the NASCAR team took over.

Since then, we’ve assisted the NASCAR team on numerous engagements from digital strategy and microsite development to mobile app development and work with emerging technologies.

Engagement Highlights.

NASCAR Mobile.

We are engaged in a multi-year agreement with NASCAR to enhance their mobile app. Most recently, we did extensive research to help better understand fan behavior which ultimately informed the overall product strategy.  

Unique features of the app 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 directly to the app, giving fans the ability to “catch up” on the action they missed if they come into a race experience late.

Innovation.

Over the last few years, we’ve worked with the NASCAR team on a handful of Augmented Reality initiatives, most recently during the 2020 NASCAR Cup Playoffs. This award-winning product allowed fans to go head-to-head against one of 16 playoff drivers on any of the 10 playoff tracks from the series. Fans could customize their race car, choose their number, and take a few practice laps before taking on the virtual version of NASCAR’s elite drivers.

Fan Engagement.

NASCAR has leveraged our suite of fan engagement products on a handful of recent initiatives. Most recently, NASCAR customized MVPVote for two specific campaigns – their All-Star Fan Vote and voting for the Hall of Fame class.

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