NASCAR appoints PickUp to accelerate gamification strategy

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Fan engagement platform PickUp has been selected by NASCAR to accelerate its motorsports content gamification strategy. According to the agreement, PickUp will utilize its proprietary content creation platform to embed contextually relevant props across NASCAR’s content including editorial, video, audio and onsite activations. 

The firm will collaborate with NASCAR to create custom content that will run across its platforms, design and execute SMS strategies and distribute marketing offers approved by NASCAR such as VIP passes to races. 

Dating back to February, PickUp has been integrated into content during several NASCAR race weekends resulting in over 100,000 picks by fans, with continued growth expected as NASCAR further presents PickUp’s betting-adjacent features to its highly-engaged fanbase.

The platform, said the firm, is designed to build a community of highly-engaged fans who can be re-targeted via SMS with hyper-relevant offers and content based on their location.

PickUp engages the casual fan through sports betting with a view to transforming the audience into a “community of passionate fans” who can be re-engaged via targeted two-way SMS campaigns. 

The company’s technology converts sports moments, conversations, breaking news and headlines into interactive questions and distributes those questions across owned media channels where fans are able to make picks and win prizes. 

“The NASCAR fanbase is one of the most engaged, informed, and active communities in the world,” according to Dan Healy, CEO, PickUp. He said: “As more people are introduced to this sport every week, the PickUp platform is here to help them engage with the drivers they’re following, and the events they’re watching. We’re excited about the opportunity to be a part of growing this amazing sport.”

The collaboration with NASCAR is the latest in a line of partnerships with leading brands in the sports media space including USA Today Sports, DraftKings, BetMGM, FloSports, MMAJunkie as well as other distributors including Comcast and Xfinity. 

The company recently announced an extended seed funding round of $3m investment that included KB Partners, Drive By DraftKings, and Connetic Ventures along with SuRo Capital, Critical Mass Capital and Lloyd Danzig’s Sharp Alpha Advisors.