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For NASCAR fans, the Daytona International Speedway in Florida is the top destination as home of the Daytona 500. In celebration of its 59th year in operation, the International Speedway Corp, owners of Daytona International Speedway, gave its speedway a digital signage makeover to engage with fans.

The speedway teamed up with ISM to deploy the ISM Vision Powered by BoldVu digital engagement network. ISM in turn partnered with Manufacturing Resources International to be the sponsor of the platform. MRI in turn manufactured dozens of 86-inch displays to deploy throughout the track, according to a press release.

The BoldVu XT Outdoor LCD displays are 86 inches wide, and are designed to offer 4K resolution and 6,000 nits of brightness, according to Chris Miller, marketer for LG-MRI. The displays are designed to showcase advertising, wayfinding, social network activity from the race, and video of the race, drivers and pit crews.

This has not been the first time Daytona has deployed digital signage, nor the biggest deployment. Daytona last year also partnered with Tripleplay to provide information, live-streaming video, digital menus and other content to more than 1,500 displays across the facility, according to a case study. The displays included 800 Samsung Smart Signage Platform displays and 700 Peerless outdoor displays. Daytona deployed these screens in hospitality and corporate suites, near concession stands and retail units, infield video boards and more, according to a press release.

Each track will also have large format digital screens. The track will have in total 200 IP-connected digital displays. Daytona planned to run these displays on Feb. 26 for the Daytona 500. The speedway is currently using some mobile display units, but plans to add permanent displays by the end of 2017.

The digital engagement network itself is designed to more accurately measure customer engagement and gain valuable analytics, according to the release.

“The network leverages mobile app, Wi-Fi network, Bluetooth beacon and audience recognition platforms to measure brand engagement,” Miller said in an email. “This helps media buyers understand the impact and reach of their advertising campaigns so that they can optimize the delivery and format of their messaging across the entire racing season at each track. This also ensures digital content is attractive and engaging for the fans making their way to the tracks.”

ISC will offer its customer analytics from the digital engagement network to advertisers so they can gain insights on the overall effectiveness and engagement rate of the campaign.

The main goal of these displays is to get customers to connect directly with athletes, sponsors and others through both the IP-connected signage and the Motor Racing Network mobile app. Customers can use the app and the displays to get real time alerts for traffic, weather and events.

“ISM Vision Powered by BoldVu brings the action to attendees wherever they are across the sporting venue,” Miller said.

In the future, ISC plans to deploy the network to other racing tracks and sporting event locations.

“ISM Vision Powered by BoldVu is a multi-year, multi-track partnership with the International Speedway Corporation,” Miller said. “The network will continue to grow across high-performance racing venues and eventually into other collegiate and professional sports leagues.”

Images via LG-MRI
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