Nascar

The Landscape:	The Challenge:	Our Solution:	The Result:
The Official NASCAR Members club was created to activate the over 40,000,000 "casual fans" of NASCAR into the sport. The club provides "velvet rope" access to the sport with @track experiences, as well as content access through the club membership. The club needed a way to add members, and keep them as members.	Our Merchandising teams faced the challenge of creating an "experience in a box" that would provide members with the immediate impact of immersing themselves into all the benefits of the club, give them access, and keep them as members.	We knew we needed to create an "I have to get this stuff" reaction to the package of gear that welcomed the member to the club. With this, our merchandising teams immersed themselves in the "day in the life" of NASCAR. The Touchstone merchandisers developed a kit of products that immediately activated customers into the brand.	The Official NASCAR Members Club on-boarded and activated 20,000 members per month and over 250,000 members in the first year.