Comcast Employs a Three-Pronged Sponsorship Strategy - Event Marketer

Comcast Employs a Three-Pronged Sponsorship Strategy

2016 Ex_EX_Vehicle_XFinity
Brand: COMCAST
Agency: CRAFTSMEN INDUSTRIES GMR MARKETING
Awards: EX AWARDS — BEST VEHICLE DESIGN
Year: 2016

As the official entertainment provider of NASCAR, XFINITY wanted to get fans’ motors running while demonstrating the power of its X1 Entertainment operating system. With a three-pronged activation strategy that targeted consumers at home, at the racetrack and on the go, the brand kicked things into high gear at 13 different NASCAR races with its 85-foot by 85-foot XFINITY Zone. The footprint’s educational kiosks, interactive digital engagements and a host of sweepstakes opportunities provided a platform for the brand to engage with more than 75,000 consumers and amplify its presence amid the cluttered sports sponsorship environment.

To help fans experience NASCAR like never before, the XFINITY Zone featured fan engagement areas including an innovation station where consumers learned more about NASCAR via interactive video kiosks, an avatar station where fans could insert themselves into an XFINITY Series fire suit and share the experience on social media and several sweepstakes that provided opportunities to win NASCAR-themed prizes. The footprint also contained a customer service/appreciation area and featured its X1 Sports app at seven different touchpoints throughout the space to demonstrate how its operating system changes the way fans experience NASCAR.

The activation not only generated plenty of leads thanks to data collected from sweepstakes entries, it positioned the brand as an innovator in sports, entertainment and technology. Stay tuned.

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