KIRKLAND, Wash.—Hipcricket, the one-stop mobile marketing and advertising company, today announced that Speedway Motorsports, Inc.’s premier racing facility, Texas Motor Speedway, has chosen Hipcricket to develop highly targeted, personalized mobile marketing campaigns geared towards attracting new fans, specifically those in the younger demographic. Texas Motor Speedway will also use Hipcricket’s cloud-based HIP 7.0 platform to build and manage its mobile Customer Relationship Management (CRM) system and offer members the opportunity to enter contests and learn more about the speedway and upcoming races. The first campaign will be unveiled during the June NASCAR/INDYCAR weekend.
Texas Motor Speedway is one of Speedway Motorsports Inc.’s premier racing facilities, as its annual NASCAR Sprint Cup events are the largest single day sporting events in the state of Texas. Having already achieved positive results using mobile to support previous marketing campaigns, Texas Motor Speedway looked to Hipcricket to continue building its fan base and leverage the power of mobile to attract the younger generation.
Extending a mobile call to action to its radio, TV, outdoor and print advertising, Texas Motor Speedway will employ Hipcricket’s mobile platform to power various campaigns through an opted-in mobile club supporting select races and events throughout the year including:
- During its three major race weekends (April 7-9, June 9-11 and November 3-6), Texas Motor Speedway Mobile Club members will be able to win tickets to events, receive additional promotional opportunities and much more.
- At the Summer Stampede, taking place every Thursday beginning June 23 through August 19 and during SCION Drag-n-Brag races, which take place every Friday night beginning July 8 through August 12, attendees can text to win tickets and other prizes on site, live at the event.
- In advance of the AAA Texas 500 NASCAR Sprint Cup Series race weekend November 3-6, mobile club members will receive special incentives and insider information about the exclusive triple header weekend including opportunities to attend special events, discounts and more to help boost attendance at the speedway’s most popular event.
With the critical intelligence Texas Motor Speedway is able to acquire from its opt-in mobile CRM database, it will be able to keep better track of its customers and their specific interests, whereby allowing Texas Motor Speedway to provide more relevant and timely offers, as well as more targeted information and promotions for its younger fan base.
“We realize that the mobile platform provides an effective and innovative way to acquire new fans,” Texas Motor Speedway President Eddie Gossage said. “Our partnership with Hipcricket will allow us to use their mobile marketing platform to not only attract new fans and build customer loyalty, but also leverage our investments in traditional and other forms of media by making them more actionable and measurable.”
“By tapping into Hipcricket’s proven mobile solutions, Texas Motor Speedway will now be able to create more personalized and engaging mobile campaigns that appeal to today’s on-the-go consumers,” said Doug Stovall, Hipcricket Senior Vice President of Sales and Client Services. “We look forward to working with Texas Motor Speedway to find better ways to appeal to their target market and provide valuable ongoing information and services that will turn them into loyal lifetime fans.”
The HIP platform is capable of fueling all brands’ and agencies’ mobile marketing needs; from messaging (SMS/MMS) to 2D/QR bar codes, and mobile coupons to mobile web applications. The SaaS platform is behind more than 100,000 mobile marketing campaigns for clients including MillerCoors, Macy’s and Nestle, among others.
About Texas Motor Speedway
Texas Motor Speedway, with a crowd capacity in excess of 190,000, is among the largest sports stadiums in America and features an array of amenities that make it one of the premier venues in the world of sports. Known as “The Great American Speedway!,” the 1.5-mile superspeedway located in Fort Worth plays host to two races in the NASCAR Sprint Cup Series, Nationwide Series and Camping World Truck Series as well as one event in the IndyCar Series. The attendances for the NASCAR Sprint Cup events since the facility opened in 1997 annually rank among the largest sporting events in the United States and are the two largest in the state of Texas. Texas Motor Speedway is owned and operated by Speedway Motorsports, Inc. a publicly traded company that is a leading marketer and promoter of motorsports entertainment in the United States.
About Hipcricket Inc.
Hipcricket Inc. is the one-stop mobile marketing and advertising company that empowers brands, agencies and media properties to engage customers, drive loyalty and increase sales. Hipcricket’s customers connect with consumers across every mobile channel, including SMS, 2D/QR codes, mobile Web sites, advertising networks, social media and branded apps. Hipcricket’s proven technology, strategic and marketing services and experienced account management teams have provided measurable successes through an industry-leading 100,000 campaigns for clients such as Macy’s, MillerCoors, Nestle, KFC, and Clear Channel. The company has also created the first comprehensive permission-based mobile ad network that taps into the buying power of the mass market with industry-leading capabilities to target customers via location and highly-specific demographic information across SMS, display, rich media and video.
Hipcricket is a privately held corporation based near Seattle, Washington, with operations in New York, Dallas, Chicago, Los Angeles and Mexico City. For more mobile marketing and mobile advertising information please visit www.hipcricket.com.