NASCAR has been engaging sports fans through the mobile channel since 2004, allowing spectators to interact with the brand on their mobile device while enjoying the race. After texting in during a race, spectators receive a link to a mobile website where they can cast their vote for the next driver of the NASCAR Sprint All-Star Race.
The car racing giant isn’t launching this year’s promotion alone; Sprint is joining them in the passenger seat. The partnership evidences itself in the race title, and – interestingly – in the tallying of the votes. If you cast your vote from a Sprint, Nextel, Boost or Virgin Mobile device, you get two entries. Lauren Johnson of Mobile Marketer writes about the program and quotes the director of sponsorship marketing at Sprint, Overland Park, KS:
Mobile provides a fantastic way for sports fans to connect and have a voice….Fans are increasingly in the stands sharing their experience with their friends and family, all of which is based on the accessibility of a mobile phone.
And the results are astounding. Just last year, the number of votes for the NASCAR Sprint All-Star Race using SMS was 2.4 million. This, combined with a new mobile site that has doubled mobile traffic, has made NASCAR a great example of a business successfully adding mobile to their existing marketing tactics.
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