NASCAR and HP Plan Fan and Media Engagement Center

Gail Chiasson, North American Editor

HP Enterprise Services and NASCAR have announced the development of the NASCAR Fan and Media Engagement Center (FMEC), a resource that will enable the sport to better serve the industry, media and fans through a platform that facilitates near-real-time response to traditional, digital and social media.

FMEC as envisioned by NASCAR

The center will leverage HP’s information management and analytics and social media business offerings to enable NASCAR to listen to, monitor and engage with leading media channels in near real time.

NASCAR will have access to a complete analysis of all key forms of media, including print, television, radio, video, images and social media, which will provide the sports leader and its industry partners with actionable insights on trending news and conversations. By facilitating more collaboration around this information, NASCAR and its partners will be better informed to take advantage of local and national coverage opportunities.

“The Fan and Media Engagement Center will leverage industry-leading technology and services from HP in order to better engage with the massive community that is the NASCAR fan base,” says Steve Phelps, senior vice president and chief marketing officer, NASCAR. “This is a clear example of our commitment to using cutting-edge technology to better inform our sport. Ultimately, this tool will help our industry connect with media and fans more effectively and efficiently.”

HP will design, develop and implement the center, the first of its kind for a sports league. FMEC will be operated by NASCAR’s Integrated Marketing Communications department, which will collaborate closely with NASCAR Digital Media. The facility will serve as a technical showpiece of NASCAR’s strategic technology vision.

“Social media has forever changed the sporting world and how fans interact,” says Rob Vatter, vice president, communications, media and entertainment industry, HP Enterprise Services. “HP’s broad social business and analytics portfolios and industry consulting services will enable NASCAR to continue to deliver innovative fan-engagement opportunities for its sponsors—while also delivering the fan experience it has become known for.”

The 500-square-foot, glass-enclosed FMEC will be outfitted with state-of-the-art touch screens, television monitors and multiple seated viewing areas. Located at NASCAR Plaza in Charlotte, N.C., the facility is slated for initial testing in October, with a full rollout expected by the start of the 2013 NASCAR season in February.

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