Case Study

NASCAR partners with CalReply to deliver fans accurate calendar reminders for every race in the season!

The Challenge

NASCAR racing is one of the most popular sports in America today, with over 5 million viewers tuning ­in per race in the 2014 season. NASCAR sanctions more than 1,200 races a year in more than 30 U.S. states, Canada, Mexico and Europe and has dedicated fans all over the world.

With races occurring on different channels and at different times, across three race cups, it can be challenging to ensure that fans have the correct tune­-in information including what time and channel to tune into.

NASCAR has partnered with CalReply to deliver fans accurate calendar reminders for every race in the season. NASCAR fans can download the entire season schedule to their mobile calendars and receive alerts including channel ID, 15 minutes before events begin. This means increased tune-­in and greater engagement for NASCAR audiences around the world.

Social Media Promotion

NASCAR has been promoting the calendar URL frequently on their social media platforms including Facebook and Twitter and Instagram. These posts have been incredibly effective in driving subscribers. Here are some examples:

Making things more convenient? ✔️Race times right on your phone? ✔️FREE? ✔️Download: http://nas.cr/racecalendar

Posted by NASCAR on Wednesday, March 11, 2015

 


NASCAR is also using the Facebook “call­ to­ action” feature in the header of their official Facebook page. They have added a “Sign­up” button which links users directly to the SmartCal page, where they can download the NASCAR schedule to their calendar.

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Clicking the “Sign­up” button on Facebook leads fans to the SmartCal page, where they can subscribe to the calendar.

NASCAR is promoting the calendar URL (nas.cr/racecalendar) in the “profile bio” of their Instagram account, linking fans directly to the SmartCal page from their mobile device.

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Fans can click the URL (nas.cr/racecalendar) in the profile bio of NASCAR’s Instagram account to go to the SmartCal page

What the Fans are Saying

Feedback from fans via social media has been very positive, thanking NASCAR for the ease and convenience of a downloadable schedule.

Website Integration

NASCAR has also integrated the SmartCal page into their website, linking to it directly from the “Schedule and Results” header. Viewers can click the “Download Schedule”tab from the drop down menu on both desktop and mobile devices.

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Download Schedule Button on NASCAR website

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Download Schedule button on NASCAR mobile page

Channel Identification

NASCAR is promoting a single URL (nas.cr/racecalendar) across all touch points including digital, social media and television. When fans click the URL, they are prompted to choose which race series they want to add to their calendar (all races,Sprint series, Xfinity Series or Camping World Truck Series). They are also asked to enter their zip code and TV provider, enabling CalReply to seed the correct channel information into the event reminders. This is particularly helpful given that the races air on different channels throughout the season and finding the correct channel number can often be like finding a needle in a haystack.

With CalReply, fans are served the correct tune in information including channel and channel ID every time.

User Experience

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Event Descriptions

NASCAR is utilizing the “event description” section to seed relevant content directly into user’s phones. Events include links to purchase tickets and NASCAR gear, watch the races online and take part in NASCAR fantasy leagues.

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