NASCAR revs up integrated communications

A new Fan and Media Engagement Center helps the automobile racing association engage fans, track sentiment, and reach out to a diverse fan base. And how about those green initiatives?

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All-Star Race at NASCAR. A sports channel televising the event accidentally posts the wrong results heading into the final segment, leaving top driver Jimmie Johnson out of the top 10.

So when he wins the whole enchilada, some fans go nuts on Twitter and conspiracy theories abound.

Time for NASCAR to panic? Not so fast. David Higdon, managing director of integrated marketing communications, checked out the analytics. The brouhaha was only a small part of the greater conversation about the event.

Using that information, Higdon argued against overreaction: “Joe blogger, who’s read by six people … is not going to shape our strategy. That’s where analysis comes into play.”

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