NASCAR’S crossing the finish line on a lot of new and exciting ways to engage with fans in digital. Where better than the Daytona 500 to show it off?
Late last year we went live with a new NASCAR initiative to create a better way for 8 – 12 year-olds to engage with the brand, learn about events, and develop their NASCAR love, all while getting education and inspiration in STEM fields, through the science of racing, engineering and aerodynamics. You can read more about those details here.
As an event piece to raise awareness for the new youth approach, we took the show on the road to the Daytona 500 and created a Kinect-driven interactive experience, to encourage quick interaction from fans. The Acceleration Nation Kinect Painting Experience, surrounded by messaging driving to the new AccelerationNation.com built excitement around the Acceleration Nation at-track footprint – generating attention, increased visits and buzz. As visitors flocked through, they were challenged to get creative and playful.
Using the Kinect Gestural Interface, kids were able to customize their own stock car or helmet, digitally painting them with their hands. Once finished, each unique creation can be emailed to the user for a lasting memory of their race day visit to the Acceleration Nation footprint.
At an event as packed and bustling as the Dayton 500, the Kinect experience was designed as a quick, memorable way to get kids interacting for short sessions and create a linked brand awareness for Acceleration Nation. By focusing the strategy on creating something passersby would be enticed to try and share – we succeeded in gathering crowds of fans to try their hand at customizing their own cars and gear before moving on to the next part of the Daytona experience.