For NASCAR fans, the Daytona International Speedway in Florida is the top destination as home of the Daytona 500. In celebration of its 59th year in operation, the International Speedway Corp, owners of Daytona International Speedway, gave its speedway a digital signage makeover to engage with fans.
The speedway teamed up with ISM to deploy the ISM Vision Powered by BoldVu digital engagement network. ISM in turn partnered with Manufacturing Resources International to be the sponsor of the platform. MRI in turn manufactured dozens of 86-inch displays to deploy throughout the track, according to a press release.
The BoldVu XT Outdoor LCD displays are 86 inches wide, and are designed to offer 4K resolution and 6,000 nits of brightness, according to Chris Miller, marketer for LG-MRI. The displays are designed to showcase advertising, wayfinding, social network activity from the race, and video of the race, drivers and pit crews.
Each track will also have large format digital screens. The track will have in total 200 IP-connected digital displays. Daytona planned to run these displays on Feb. 26 for the Daytona 500. The speedway is currently using some mobile display units, but plans to add permanent displays by the end of 2017.
The digital engagement network itself is designed to more accurately measure customer engagement and gain valuable analytics, according to the release.
“The network leverages mobile app, Wi-Fi network, Bluetooth beacon and audience recognition platforms to measure brand engagement,” Miller said in an email. “This helps media buyers understand the impact and reach of their advertising campaigns so that they can optimize the delivery and format of their messaging across the entire racing season at each track. This also ensures digital content is attractive and engaging for the fans making their way to the tracks.
“ISM Vision Powered by BoldVu brings the action to attendees wherever they are across the sporting venue,” Miller said.
In the future, ISC plans to deploy the network to other racing tracks and sporting event locations.
“ISM Vision Powered by BoldVu is a multi-year, multi-track partnership with the International Speedway Corporation,” Miller said. “The network will continue to grow across high-performance racing venues and eventually into other collegiate and professional sports leagues.”
Images via LG-MRI
Post by Bradley Cooper