Case Study: International Speedway Corporation achieves improved CTR (.24%) and measurable race attendance with Propellant Media

Speedway Accelerates Performance With Event Targeting

International Speedway Corporation enlisted Propellant Media to build brand awareness and drive loyalty among auto racing fans and to increase click-through rates. The customer’s challenge was to precisely reach event attendees and convert that interest into measurable engagement around a large upcoming race using geo-fencing event targeting technology.

Propellant Media set up custom geo-fences around the speedway to build audiences of users who visited during race dates, retargeted those users with promotional creative, and added a conversion zone mid-campaign to track users who saw an ad and then attended the final race. Over the month-long campaign Propellant Media delivered an exceptional 0.24% CTR and was able to measure ad-driven attendance, including users who attended multiple races.

International Speedway Corporation