Using mobile marketing to engage NASCAR fans and increase sales
Journal Title: Choregia - Year 2011, Vol 7, Issue 1
Abstract
Mobile marketing displays engage the consumer. This sponsorship activation tactic is highly visible at NASCAR races. Some common elements include show cars, interactive race simulators, video games and race suit /equipment displays. The authors of this study argue that by using mobile marketing effectively as a sponsorship activation tactic, the race fans derive more enjoyment from the race experience. This increased enjoyment links to higher product sales for the sponsor. The implications of this study show that sponsors in other sports should use mobile marketing to increase the fan satisfaction of the game experience in order to increase their product sales. Additionally, event mangers should support mobile marketing as a sponsorship activation tactic with the intention of increasing fan enjoyment and improving attendance.
Authors and Affiliations
Mark Dodds| Assistant Professor, SUNY Cortland, Larry DeGaris| Associate Professor, University of Indianapolis
Keywords
Related Articles
- EP ID EP12572
- DOI http:dx.doi.org/10.4127/ch.2011.0055
- Views 409
- Downloads 34
Statistical profile of coach replacement in the Greek professional league
Examining Spectator Motivations in Major League Baseball: A Comparison between Senior and Non-senior Consumers
The purpose of this study was to identify the differences in the motives between senior and non-senior sport consumers who attend sport events and to compare the effect of spectator motivation on sport consumption beh...
Administrative Determinants of Students’ Sports Participation in Nigeria
The study involved 2,624 participants selected in 32 schools. A self-developed questionnaire was used to collect on the administrative variables affecting secondary sports participation. The administrative style of sch...
UEFA Champions League Sponsorship Awareness and Financial Performance
The value of sponsorship has been constantly proved not only by the large theoretical volume produced in the area but also the increasing number of companies investing in this promotional activity. ‘Associations’ b...
Gender Distribution among Administrative Positions in Ondo and Osun States Sports Councils
This study investigated possible discrimination against female occupying higher administrative positions in two state sports councils. The study specifically identified the ratio of men to women in decision making, whe...