Stock car racing fans at the Coke Zero 400 in Daytona last weekend accessed information about entertainment and driver appearances through a new system of ad-supported Bluetooth and WiFi messaging that could migrate to other tracks and sports facilities.
International Speedway Corp. partnered with Ace Marketing & Promotions to set up seven “hotspots” at heavily trafficked areas of the Daytona track to test the system. NASCAR fans with Bluetooth-enabled handsets, or mobile devices capable of receiving WiFi signals, were alerted to various messages and could opt to receive them. Coca-Cola, the title sponsor of the race, and Chevrolet, supported the test run with 15-second video spots interspersed with the messages.
The primary messages provided information about bands performing in the Sprint FanZone on the Daytona infield, as well as “legend” driver appearances for autographs throughout the weekend.
Coke transmitted thanks to fans for attending the race and directed them to CokeZero.com site. It also alerted people to the free Coke Zero samples it offered as they exited the race track. Chevy provided alerts about vehicle displays at the track.
Banners around the track informed fans where they could receive the messages, and Ace had representative circulating to explain the technology. Both ISC and Ace reported a good response to the system based on observation at the track.
“We think it’s going to be a really powerful tool going forward for our facility,” said John Guthrie, vice president of business development and partnerships for Daytona International Speedway.
Guthrie said the system could be an ideal way to communicate information to the nearly 170,000 NASCAR fans who fill the facility for stock car events.
“I just wonder how many of our fans have Bluetooth capability,” Guthrie said.
Matt Gaines, vice president of marketing for Ace Marketing & Promotions, said the reception rates were “extremely high,” but indicated he was not yet able to quantify the results.
“As soon as we put the signs up, we saw consumers check their phones,” he said.
Gaines said Ace is aiming to work with ISC, which owns 12 NASCAR tracks besides the Daytona track, to set up the technology for other race events.
Ace is in talks to create similar messaging systems in Major League Baseball ballparks, sports arenas and amphitheaters, Gaines said.
“We really think this is the first generation of proximity marketing,” he said.
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