Fan engagement platform PickUp announced that NASCAR has selected the company to accelerate its motorsports content gamification strategy.
PickUp will utilize its proprietary content creation platform to embed contextually relevant props throughout NASCAR content, including editorial, video, audio and on-site activations.
The platform is designed to build a community of highly engaged fans who can be retargeted via SMS with hyper-relevant offers and content based on their location.
The company’s technology converts sporting moments, conversations, breaking news and headlines into interactive questions and distributes those questions through proprietary media channels where fans can make choices and win prizes. PickUp provides the ability to understand what fans care about, where they are located and how to have a direct conversation with them at a 1:1 level.
Recognizing that building a community around their brand leads to greater loyalty with fans, sports media companies, leagues and teams partnered with PickUp to develop a two-way engagement with a broad audience of casual fans looking interact with your favorite sports.
PickUp’s technology and dedicated support team allows partners to monetize their content, gain insights into fan sentiment and generate direct conversations with them.
PickUp Actions for NASCAR
PickUp will collaborate with NASCAR to create personalized content that will travel across its platforms, design and execute engaging SMS strategies, and distribute NASCAR-approved marketing offers such as VIP racing passes.
Dating back to February, the company has been integrated into content over multiple NASCAR race weekends, resulting in over 100,000 fan picks, with continued growth expected as NASCAR further introduces PickUp’s adjacent betting features into its highly engaged fan base.
“NASCAR’s fan base is one of the most engaged, informed and active communities in the world,” says Dan Healy, CEO, PickUp. “As more people are introduced to this sport every week, the PickUp platform is here to help them engage with the riders they are following, and the events they are watching. amazing sport”.
PickUp has secured partnerships with leading brands in the sports media space, including USA Today Sports, DraftKings, BetMGM, FloSports, MMAJunkie, as well as other distributors including Comcast and Xfinity.
The company recently announced a $3 million seed funding round that included KB Partners, Drive By DraftKings, Connetic Ventures along with SuRo Capital, Critical Mass Capital and Lloyd Danzig’s Sharp Alpha Advisors.