August 25, 2010 | Volume 9, Issue 7

Nancy MacDonald
Vice President, Marketing & Promotions
SPEED Channel
[email protected]
704-501-5790

Marc Timson
Business Development Manager
eshots
[email protected]
678 361-0677

SPEED Fanatics

Experiential marketing is a growing concept within sports business as it allows organizations to interact directly with their consumers while providing a unique hands-on experience. Today, executives within the sports industry are realizing the value in experiential marketing campaigns and looking for opportunities to implement them into their marketing mix. SPEED Channel, a member of the FOX Sports Media Group and client for sports marketing agency GMR Marketing, recognized experiential marketing as an opportunity to build awareness of the network and boost their SPEED Fanatic program, a group of passionate motorsports fans that SPEED Channel engages through various marketing tools to drive viewership and build brand awareness. Previously, SPEED Channel had built their SPEED Fanatic data base with a team of brand ambassadors who collected interested fans' email addresses with hand held computers at their SPEED foot print at every NASCAR Sprint Cup race weekend. They found this system to be inefficient and costly. SPEED Channel's goal was to create a more effective program resulting in capturing more accurate information and lower the email opt-ins return rate from SPEED Fanatics who are interested in receiving additional SPEED programming.

To do so, GMR Marketing introduced SPEED Channel to eshots, an event marketing company specializing in data capture. SPEED Channel used eshots' "Green Screen Photo" marketing system and automated kiosk as a way to provide interested fans with a unique photo of themselves along side popular SPEED Channel on-air announcers. This opportunity would additionally drive SPEED Fanatics online to be able to share their photo within multiple social media outlets.

During every NASCAR event this season, SPEED Channel has set up a 14,000 sq. ft. display that entertains fans all weekend leading up to the NASCAR Sprint Cup race. The foot print is a natural draw as there is live SPEED Channel programming produced within the foot print every weekend. This is also where you can find the eshots' "Behind the Desk" experience, allowing fans to sign up at the automated kiosk as a SPEED Fanatic and have their picture taken behind a green screen and choices of on-air SPEED Channel announcers to implement within the photo. Once the photo is taken, consumers receive an instant email allowing them  to alter and change the background of their photo. Once edited, consumers can save the picture, email it to a friend, upload it to their mobile phone or any social media outlets including Facebook, Twitter, MySpace, and Flickr. Their picture will also appear on the SPEED Fanatics' homepage when they log onto SPEED Channel's website.

An example of a fan photo with on-air SPEED Channel personalities, as well as
the social media options that can be used to share your personalized photo.

The eshots' "Behind the Desk" photo opportunity is advertised on SPEED Channel's website as well as through regional email campaigns to current SPEED Fanatics. All additional promotion executed on site during NASCAR weekends.

With the assistance of GMR Marketing, SPEED Channel partnered with eshots, a leader in event marketing and assisting marketers in learning more about their consumers. eshots' "Green Screen Photo" marketing system was the perfect fit for what SPEED Channel was trying to accomplish with data capture. SPEED Channel's Vice President, Marketing & Promotions, Nancy MacDonald stated, "Our partnership with eshots has been nothing short of fantastic. Their innovative technology has improved our fans' experience at the track and more than doubled our SPEED Fanatic sign ups. eshots provided a great opportunity for us to better market and engage our fans."

The results of the partnership have been a huge success. The initial goal was to sign up 25,000 new SPEED Fanatics for the 2010 season and with about half of the 38 NASCAR race weekends completed, SPEED Channel has already seen well over 17,000 sign ups. With eshots' Event Intelligence reporting, SPEED Channel has also been able to receive various data figures tracking online consumer habits through opt-in rates and social media usage. eshots is able to track the percentage of their fans using Facebook, Twitter, MySpace, Flickr, or standard email. "The eshots tools showed us how many people we are reaching beyond the event and how our fans' social media habits differ from those of the general public," MacDonald stated. This further allows SPEED Channel to develop and alter their marketing strategies.

A look into the 14,000 sq. ft. SPEED Channel display where
SPEED Fanatics sign in at the automated kiosk to take their photo.

SPEED Channel will continue to use eshots to expand their SPEED Fanatic program beyond this NASCAR season. According to MacDonald, "We hope to capitalize and continue to improve SPEED Fanatics by increasing fan interaction with the help of eshots' experimental marketing systems."  

ABOUT THE NATIONAL SPORTS FORUM

THE NSF SALUTES OUR
SPONSOR

For over 15 years, The National Sports Forum has been the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2011 NSF Conference and Trade Show will be held on January 31 - February 2, 2011 in Louisville, KY. Additionally, NSF attendees and vendors rely on the NSF Alumni Association as their key resource for up-to-date and accurate information about what's going on in the sports industry. Visit www.sports-forum.com or contact The National Sports Forum at (619) 469-4101.

To learn more about NCR eCommerce click on the logo above.