Texas Motor Speedway is targeting younger race fans and building a mobile CRM database via a mobile marketing partnership with Hipcricket.

Texas Motor Speedway will use Hipcricket?s mobile marketing platform to help it attract new fans, build customer loyalty and leverage its investments in traditional and other forms of media by making them more actionable and measurable. The primary goals of the strategy are reaching new fans and engagement.

?First, the speedway hopes to expand its fan base, especially in younger demographics by adding a mobile call to action to its radio, TV, outdoor and print advertising,? said Doug Stovall, senior vice president of sales and client services at Hipcricket, Seattle.

?Second, they hope to further engage fans during events with contests and other information delivered via mobile,? he said.

SMS a winner
The first campaign will be unveiled during the June NASCAR/INDYCAR weekend.

Hipcricket?s SMS mobile platform will enable the speedway to extend a mobile call to action to its traditional advertising as well as power various campaigns through an opted-in mobile club.

The speedway in Fort Worth, TX, will also advertise the mobile program during live events.

"SMS is a great way for Texas Motor Speedway to engage with fans because it?s available on nearly every mobile phone,? Mr. Stovall said.

?By adding a mobile call to action on its traditional media advertisements, it makes the ads interactive and also helps the speedway to build a database of opted in fans who are interested in receiving more information about upcoming events and contests.?

Texas Motor Speedway Mobile Club members will be able to win tickets to events and receive additional promotional opportunities during the racing facility?s three major race weekends. The next one is June 9-11.

In addition, attendees will be able to text to win tickets and other prizes on site while at events such as the Summer Stampeded, with takes every Thursday during the summer, and SCION Drag-n-Brag races on Fridays during the summer. 

Mobile club members will also receive special incentives and insider information about the AAA Texas 500 NASCAR Spring Cup Series race weekend in November.

Hipcricket will also help the racing facility build and manage a mobile CRM system.

Texas Motor Speedway expects to be able to acquire critical intelligence from the opt-in mobile CRM database that will help it keep track of customers and their interests. This will enable the racing to facility to provide more relevant and timely offers.

The speedway will also focus on using the intelligence to help it target younger race fans with relevant information and promotions.

?Mobile goes hand in hand with any organization or brand that would like to better engage customers and fans and reach them on their most personal device,? Mr. Stovall said.

?NASCAR and the Texas Motor Speedway have a very wide range of fans from a demographic standpoint, and the speedway is especially interested in attracting younger fans, which makes it a great fit for mobile,? he said.