Wireless provider Sprint, the title sponsor of the NASCAR Sprint Cup Series, engaged potential and existing customers at the Daytona 500 on Feb. 20 with race-related products and driver interviews in a 100,000-square-foot open-air activation space called the Sprint Experience. Inside, fans were treated to driver meet-and-greets and easy access to functioning show cars and the Sprint Cup Series Championship trophy. To get fans in on the racing action, the brand also provided them with eight full-motion NASCAR racing simulators.
Sprint peppered its products throughout the display and created a Sprint mobile app that provided fans with more information about its services and the event, including a live leader board, driver content and live audio, provided by their partners Speed Channel and ESPN. An 18-foot by 32-foot Jumbotron aired event related content throughout the event and attracted fans to the activation.
The brand also made sure to reward its existing customers by having a special section set up for them within the footprint. These fans received premiums like hats, koozies, earplugs and sunscreen. And they could visit the space for one-on-one questions with a product specialist, or for maintenance or repair services to their phones.
“Our research showed that we needed to have live driver interactions at our experience on a consistent basis in order to draw in fans,” Steve Gaffney, vp-corporate marketing at Sprint, told Buzz. “When you have that as the proverbial carrot for fans, they’ll come and see, and then it’s incumbent upon us once they’re inside the experience to merchandise for them the value of our brand and why we’re involved in the sport” (Agency: Octagon, Norwalk, CT).