Media & Entertainment - Industry Edge - Vol.9

Industry Edge - Media & Entertainment

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Page 10 of 41

Media & Entertainment 11. NASCAR and HP drive innovation with Fan and Media Engagement Center The story of NASCAR—the National Association for Stock Car Auto Racing—is legendary, from its first sanctioned race at Daytona Beach in 1948 to its current standing as one of North America's premier sports. NASCAR races are now broadcast in more than 150 countries and in 20 languages. Innovation and technology have been a hallmark of NASCAR's growth throughout its long run. To further its innovative image, NASCAR has teamed with HP Enterprise Services to develop the NASCAR Fan and Media Engagement Center (FMEC), enabling NASCAR to better serve the industry, media, and fans through a solution that facilitates near realtime response to traditional, digital, and social media. In addition, HP innovations in social business help NASCAR analyze and determine the right voice, tone, and message to reach critical new audiences and enhance the fan experience. Growing new and old fans Like many other businesses, NASCAR is challenged to win new audiences and keep growing during various economic cycles. Both younger fans as well as new demographic groups, including Latinos and women, provide opportunities for the sport to expand beyond its traditional fan base and increase event attendance and enjoyment. The FMEC enables

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