Daytona International Speedway is a race track located in Daytona Beach, Florida. The Speedway opened in 1959 and is a 500-acre motorsports complex, boasting the most diverse schedule of racing on the planet. In addition to at least nine major event weekends, the Speedway grounds are also used extensively for events that include concerts, civic and social gatherings, car shows, photoshoots, production vehicle testing and police motorcycle training. In addition, DAYTONA showcases daily track tours and is home to the champion DAYTONA 500 car and the Motorsports Hall of Fame of America. As a result of DAYTONA’s diverse events, they must balance their content to ensure they are catering to all the different types of fan segments they have. To kick off the new year, DAYTONA wanted to engage their fans during the quiet season, promote their upcoming events and build their database with new fans.
What They Did
The goals of Daytona International Speedway’s fan marketing programs are to tell stories, engage their fans, grow their database, and ultimately sell tickets. The venue hosts a variety of events, so they constantly have to weigh and balance the content on their digital channels for their different fan segments. In order to engage fans during the quiet season, DAYTONA used a Tradable Bits engagement campaign to surprise fans with a ‘One Day of Giveaways’ campaign, while increasing their database of fans in the process. DAYTONA’s goal for their campaign was to receive 5,000 unique entries, a goal which they ended up more than doubling.
How They Did It
Daytona International Speedway leveraged the Tradable Bits Entry Form campaign for their One Day of Giveaways and promoted it organically via their email, social media channels, website, and mobile app. To make the event spontaneous and surprise fans, DAYTONA only promoted the campaign a couple of days prior to launching. On the day of the campaign, they gave away unique prizes every hour from 9 am to 7 pm including an autographed hat from legendary driver Dale Earnhardt Jr., tickets to Daytona International Speedway events, an autographed helmet signed by every living DAYTONA 500 champion, and a signed helmet from the winners of the Rolex 24 race in 2019. This led to increased fan engagement on social media, while helping to promote DAYTONA’s upcoming events (Rolex 24, DAYTONA 500, AMA Supercross Championship, and the 50th DAYTONA Supercross).
The Tradable Bits platform provides countless opportunities to create engagement campaigns for our fans. Unlike other platforms we’ve used before, it’s easy to use and very turn-key, with everything ready to go in the click of a button.
-Matt Vinson Director of Digital Marketing, Daytona International Speedway
Engaging and Incentivizing Fans With Hourly Prizes
DAYTONA gave away a different prize every hour for 10 hours during its One Day of Giveaways campaign. This campaign allowed DAYTONA to engage fans while giving back to them. They promoted the campaign via its social media channels, through email, and the DAYTONA mobile app. DAYTONA kept all their different fan segments engaged by ensuring the prizes reflected all their diverse events. Prizes included tickets to different races and autographed hats and helmets from winners of various races.
Gaining Leads and Growing Fan Database
When fans entered to win during the One Day of Giveaways campaign, this allowed DAYTONA to collect fan information by having fans fill out custom form fields including names, emails, birthdates and zip codes. This helped them gain relevant leads and grow their fan database to segment and market more personalized messages promoting future events.
The Results
Daytona International Speedway’s One Day of Giveaways campaign resulted in over 12,000 unique entries in only 10 hours, more than doubling their original goal of 5,000 unique entries. The campaign also helped grow their email database by 4,300 new fans to market to in the future. Not only did this campaign surprise and delight DAYTONA fans, it created a viral buzz online as fans and industry partners amplified the campaign with their own personal networks, helping DAYTONA reach a wider audience.
Tradable Bits worked in partnership with Daytona International Speedway to help them accomplish their goals of engaging their fans during the quiet season, promoting their upcoming events and growing their fan database. As a result of the success of the One Day of Giveaways campaign, DAYTONA now plans to continue building their fan database and increasing their fan engagement by running monthly fan engagement campaigns.
Tradable Bits helps us create the experience of a DAYTONA event for fans digitally. We look forward to continuing to use Tradable Bits for our future campaigns.
-Matt Vinson Director of Digital Marketing, Daytona International Speedway