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On October 24, 2021, Fast partnered with NASCAR driver Parker Kligerman for the Hollywood Casino 400 at Kansas Speedway. The relationship between Fast, Athelo Group, and Parker Kligerman was built on a shared goal of using innovative technology to engage NASCAR’s large audience and capture valuable consumer data through strategic planning.
This activation was designed as a powerful brand awareness play. Rather than focusing solely on direct sales, Fast used the $1 hoodie promotion as a mechanism to drive engagement, utilizing QR codes integrated into Kligerman’s car and featured during the race broadcast. These codes directed fans to Fast’s promotion, making the hoodie offer a vehicle for showcasing the cutting-edge technology behind the data capture.
Fast’s goal was to increase brand awareness while gathering actionable data on customer behavior. The objective was to tap into the massive NASCAR audience to generate insights and broaden the brand’s reach. The challenge was finding an innovative way to combine the excitement of a major event with technology that could seamlessly capture data, ensuring the activation stood out in a competitive market.
Athelo Group facilitated the integration of QR codes into Parker Kligerman’s NASCAR car design and the race broadcast, creating a direct pathway for viewers to interact with Fast’s promotion. The QR codes, while driving traffic to the $1 hoodie offer, were ultimately designed as tools to gather data on consumer behavior and engagement. This strategy not only created a memorable experience but also allowed Fast to collect real-time data on how fans interacted with the promotion during the race.
The campaign exceeded expectations. More than 70,000 QR codes were scanned, leading to over 50,000 hoodies sold on race day. Beyond sales, the campaign successfully captured crucial customer data, yielding insights that contributed to significant brand exposure. The activation garnered over 688,000 impressions, 4,800 engagements, and 349 organic posts on social media.
Additionally, it generated over $8,700 in social value, achieved 16:04 minutes of exposure during the broadcast, and delivered over $174,000 in QI Media Value, ranking the campaign as the #10 Consumer Brand in QIMV, outshining major brands like FedEx and Bass Pro Shops.
Is your sponsorship strategy stuck in the past? Athelo Group specializes in ‘High-Speed Conversions,’ merging traditional sports reach with cutting-edge tech to capture actionable data. Let’s turn your next activation into a revolution.
