Eldora Speedway

Eldora Speedway

Tony Stewart’s Eldora Speedway consistently requires the most sophisticated, integrated, audience-focused marketing plan that Follow the Eyes is challenged to develop and execute annually. They hold the biggest dirt track races every year for sprint cars and late models. The fan base is unique to each type of car, and they come from as far away as Australia to witness these legendary events.

We market Eldora in 61 DMA’s. Marketing channels include online banners/video, social, broadcast, cable, radio, billboards, and online audio. The strategies range from flighting electronic billboards to match TV and radio campaigns to geofencing race dates from across the country. Our design team created over 350 individual elements in 2018. We served through our platform 47,892,561 impressions in 2018 on behalf of Eldora using social media, online banners, online video, online audio and Connected TV. The total number of impressions (TV, radio, and billboard included) was 71,236,778!

Campaigns were delineated by racing enthusiast and non-racing fan. Racing enthusiasts were served messages, based on car type, that encouraged online ticket purchases. Lookalike audiences were also targeted, and advanced purchases of tickets grew to an all-time high of 46 percent average for the major events. The non-racer messaging focused on family fun, low cost of attendance, and encouraged first time attendance. Walk-up attendance increased 12 percent for 2018. We look forward to working with the most famous dirt track in the world for many years to come.