Using Mobile Marketing to Engage NASCAR Fans and Increase Sales

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.