After decades of steady growth, NASCAR experienced a drop in attendance and TV ratings. NASCAR wanted to move quickly to bring engagement and excitement back to auto racing.
“We know that our best customers are what drive the metrics of this sport,” says Brian Moyer, managing director of market and media research for NASCAR. “Television viewership, licensed product sales, attending a race—all of those things are driven by people that are connected to our sport. They are our ambassadors.”
NASCAR partnered with Vision Critical to launch The Official NASCAR Fan Council, an insight community of 12,000 passionate NASCAR fans. The Official NASCAR Fan Council engages members at least twice a month on specific topics, interactions that influence everything from the on-track competition to business and marketing decisions.
Giving fans a voice requires no additional incentive; the fans feel honored and take pride in being a part of this advisory board, which has led to extremely high response rates from community members.