Speedway Motorsports developed all design ideation and implementation, merchandise giveaways and activation as a turn key solution for EchoPark Automotive in two fan zone engagement areas with a goal to educate consumers on the brand and collect as much consumer data as possible. EchoPark Automotive had access to fans attending from all 50 states and 13 foreign countries garnering worldwide attention for NASCAR at the Circuit of The Americas.

In the Main Fan Zone Activation EchoPark Automotive sold one car in the fan zone (sold two in 2021 creating Speedway Motorsports history selling a car out of the fan zone).Through the race weekend there were driver appearances and interviews, Amy Long as the MC, Michael Waltrip appearances, games, prizes, and an array of cars on site. All EchoPark ambassadors were trained prior to race weekend and spent the weekend engaging and educating with fans and new customers.

Additionally in the second fan activation area in the main parking area, Lot A, EchoPark brand ambassadors were recruiting fans and attendees into the area focusing on our advertising campaign “Vin to Win”. The goal was to get fans to participate by checking their vin live to collect consumer data and educate people on the EchoPark Automotive brand. Fans would receive a prize for entering their data and gave EchoPark the opportunity to purchase cars from fans.

Speedway Motorsports added bonus activations for a value add with Tactical Fleet at COTA.