Using Contests to Engage the Community

Using Contests to Engage the Community

The NASCAR Pole Position Talladega Contest gave us a chance to engage with our fans by offering the opportunity to win a four-ticket package to the Monster Energy NASCAR Cup Series Playoff race at Talladega — the 500 — on Oct. 15. The contest brought unprecedented traffic to the NASCAR Pole Position website, and translated to a more robust following on social media as well as increased subscriptions to our print and digital publications.

The contest was hosted on the NASCAR Pole Position website, and fans could enter simply by sharing their email addresses. They could then earn extra entries by sharing, following, subscribing and enticing friends to enter the contest. This had a viral effect across multiple platforms as fans did the work of promoting this contest in addition to providing contact information for future communications.

The winner, Joseph Johnson of North Carolina, received four tickets to the 500.

During the seven-day contest, NASCAR Pole Position received 1,279 entries. Most of the visitors to the contest page were directed from Twitter, both from partners like Out of the Groove producer Eric Estepp and Sugarlands Shine. The contest was also promoted on Instagram and through NASCAR Pole Position email campaigns.

Contestants could track the live standings on the contest page.

The contest brought new followers to the NASCAR Pole Position Twitter handle as well as new subscribers to NASCAR Pole Position Magazine and Out of the Groove. NASCAR Pole Position’s weekly digital publication, ROAR!, also received 1,162 new email subscribers.

The success of the contest inspired us to launch a second ticket giveaway contest for the Monster Energy NASCAR Cup Series Championship at Homestead-Miami Speedway on Nov. 17.

Learn more about the contest sponsorship opportunities by contacting Craig Baroncelli at [email protected]