Hipcricket Has The Need for Speed in New Mobile Partnership

Mobile marketing and advertising provider Hipcricket has announced a new partnership with Speedway Motorsports, Inc.’s venerable racing facility, Texas Motor Speedway.

Hipcricket has been tapped to “develop highly targeted, personalized mobile marketing campaigns geared towards attracting new fans, specifically those in the younger demographic.”

Extending a mobile call to action to its radio, TV, outdoor and print advertising, Texas Motor Speedway will employ Hipcricket’s mobile platform to power various campaigns through an opted-in mobile club supporting select races and events throughout the year.

According to a formal announcement by Hipcricket, Texas Motor Speedway will also use the company’s cloud-based HIP 7.0 platform to build and manage its mobile Customer Relationship Management (CRM) system.

As any comprehensive program would entail, members will be afforded the opportunity to enter contests and learn more about the speedway and upcoming races.

Hipcricket says the inaugural campaign will be unveiled during the June NASCAR/INDYCAR weekend.

“We realize that the mobile platform provides an effective and innovative way to acquire new fans,” Texas Motor Speedway President Eddie Gossage said. “Our partnership with Hipcricket will allow us to use their mobile marketing platform to not only attract new fans and build customer loyalty, but also leverage our investments in traditional and other forms of media by making them more actionable and measurable.”