NASCAR’s Emerging Technology Investments
NASCAR is gearing up for the 2019 season with a give attention to emerging formats reminiscent of augmented reality and 360-degree video. The league plans to supply 10 live 360-degree video streams, giving viewers a singular look contained in the race cars of varied drivers during races. The first stream will happen inside driver Bubba Wallace’s automobile on the Daytona 500, which kicks off the season on February 17.
Introduction to 360-Degree Video and Augmented Reality
During last yr’s playoffs, NASCAR introduced an augmented reality feature inside its mobile app, sponsored by Coca-Cola. This feature allowed users to "walk into" and watch popular moments reminiscent of victory celebrations and post-race driver burnouts. The feature will return for the 2019 season, based on Tim Clark, VP of digital for the league. NASCAR sees 360-degree video and augmented reality as vital components of its content and marketing strategy, but these technologies account for lower than 10 percent of the league’s marketing budget.
Marketing Strategy and Goals
The goal of using emerging technologies is to drive awareness and reach fans, relatively than generate revenue. "We don’t have a look at this as something that is going to deliver revenue," said Clark. "The goal could be very much to drive awareness as a marketing platform to succeed in fans." NASCAR produced over 18,000 pieces of content for social platforms last yr and expects to grow that number to over 25,000 pieces this yr.
Content Creation and Distribution
All of NASCAR’s content, including social videos and 360-degree videos with AR capabilities, is treated as complementary to the important broadcast experience. "If you possibly can’t get to a race or have never been to a track, our experiences on digital and social platforms cannot only complement what you are watching on broadcast but may also increase your desire to get out to the track," said Clark. NASCAR’s content creation and distribution process has develop into more streamlined for the reason that league merged its editorial and marketing operations last yr.
The Role of AR and 360-Degree Video
AR and 360-degree videos have received significant attention from marketers and media corporations, but there are still questions on their ability to scale. Marketers are also concerned about upcoming changes to Apple’s operating system that might make it difficult to power web-based AR and VR experiences. However, NASCAR sees AR as a singular opportunity to bring fans closer to the racetrack. With 360-degree video, scale is feasible, and NASCAR can benefit from the format to offer fans with unique access to areas reminiscent of contained in the race automobile during a race.
Conclusion
NASCAR’s investment in emerging technologies reminiscent of augmented reality and 360-degree video is a key a part of its content and marketing strategy. While these technologies may not generate revenue, they supply a singular opportunity to drive awareness and reach fans. As the league continues to supply high-quality content and distribute it across platforms, it’s more likely to remain a frontrunner in using emerging technologies in sports marketing. With its streamlined content creation and distribution process, NASCAR is well-positioned to benefit from the opportunities presented by AR and 360-degree video.
