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The objective of the NASCAR Fantasy website was to drive repeat traffic to use the extranet community. Previously, the Automotive Aftermarket Parts Alliance and their partners went out to find new market programs, travel deals, and product information. They tried to create a learning portal and some kind of training program. The alliance was putting all of their time and effort into this campaign and it wasn't working.
Biznet recognized the problem and acted right away. Their target demographic was auto-repair specialists, mainly blue-collar male. It was the same target audience NASCAR attracts, so with the right strategy the AAPA and Biznet put together a plan to develop a Nascar Fantasy website. The goal was to get users to log in once a week while awarding them with points and prizes.
The campaign succeeded and there are now over 200 users logging on weekly to update their fantasy teams!
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