NASCAR Integrates New Loyalty Program Into Its Mobile App

NASCAR this past weekend quietly integrated its new loyalty reward program, created by SessionM, into its mobile app. The opt-in program, whose official press release will go out tomorrow, will reward users with points based off of acts like frequent visitation; exploring content or sharing it on social media; signing up for NASCAR’s fantasy game; engaging with brands; checking in at tracks; buying NASCAR merchandise; etc. In exchange, fans can get items such as merchandise, gift cards and the chance to win experiences or the opportunity to donate their points to charity.

Fans can visit a specific portion of the app to see the list of opportunities to gain points and, when they have reached a certain achievement or points threshold, receive a notification. SessionM CRO Bill Clifford, whose company originally got in contact with NASCAR through its NFL connections, would not reveal terms of the deal aside from saying both sides “have skin in the game." Both NASCAR advertisers and SessionM advertisers will be used for the reward program, though to start it will feature just SessionM’s. Adam Stern/SportsbusinessDaily