Texas Motor Speedway
With aggressive sales goals for its annual Texas 500 race, Texas Motor Speedway charged Slingshot with developing an equally aggressive strategy for making it happen. We hit the gas and delivered.
Ticket sales were down at Texas Motor Speedway when Slingshot was tasked with refining and elevating the existing positioning, No Limits, Texas. The challenge was to do this in a way that transformed how seasoned race fans and first-timers alike perceived the experience they’d get at Texas’ premier racing venue.
We decided to reimagine No Limits as a real municipality, a place where the laws of physics have no jurisdiction, and where apologies and regrets are nonexistent. This is a city built for the fans and fueled by their passion for motorsports. It’s more than a racecourse. It’s the Land of Motor Freakin’ Speed.
We knew that in order to grow its base of racing fans, they had to reach first timers. These casual fans had no real knowledge of the race day experience.
We targeted Adults 18-54 within a 300 mile radius of the track, but focused on the casual NASCAR fan who didn’t currently attend events. We also targeted individuals who weren’t necessarily NASCAR fans but enjoy big, appointment events or adrenaline-fueled experiences.
We needed to strike a balance between both the awareness and direct response initiatives. Since ticket sales were our number one objective, we employed programmatic partners, Facebook, Twitter, and paid search. From an awareness perspective we employed pre-roll video and engaging rich media units.
Additionally, we launched a high-impact direct mail campaign to compel renewals among existing season ticket holders. More than typical race fans, we saw this in-the-know audience as bona fide authority figures at No Limits, Texas. So we made it official. We transformed season ticket holders into Officer of Octane complete with their own sheriffs badges. We also provided them with citation books, so they could offer extra guidance to the new citizens they meet at the track. Citations included things like “Not standing on lap one” to “Playing smooth jazz at a tailgate party”.
Knowing the mobile ticketing experience on Ticketmaster could be a bit difficult, we implemented cross-device targeting to reach those who didn’t convert on mobile, on a desktop experience. It was also important to reach our target audience as they were making decisions about appointment events.