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Grand-Am racing engages fans via mobile using video streaming

Professional car racing organization Grand-Am Road Racing has launched mobile and tablet applications to make race content available wherever fans are and to drive engagement with the brand.

The apps feature a variety of video content and other content so that on-the-go users can stay in touch with what is happening during a race. Fans can watch race highlight videos after each event the same day as the original broadcast directly from their mobile devices.

?It makes sense for a racing organization like Grand-Am to launch apps for smartphones and tablets because the organization has a strong, dedicated, international fan base and these platforms help them connect to and engage with their fan base,? said Scott McDonald, partner relations coordinator of XOS Digital, Orlando, FL.

?The apps enhance the fan experience providing them with the content to catch up on the latest news and video whenever they want and wherever they are,? he said.

?We are particularly excited about the real-time scores, graphic updates and the video content.?

Grand-Am partnered with XOS Digital, which provides sports video technology, on the apps.

Interactive experiences
The apps were designed to provide racing fans with a compelling interactive experience regardless of their location.

The apps feature breaking news, schedules and standings, drivers and teams, access to Grand-Am TV as well as live-event timing and scoring.

Additionally, fans can check out segments such as Tech Talk, Point of View and Team Profiles.

The Grand-Am TV feature enables users to view all race broadcasts for both the Rolex Sports Car Series and Continental Tire Sports Car Challenge commercial-free. These broadcasts are available three days after the original broadcast on the Speed network.

The apps are initially available for iPhone, iPad and Android devices.

The apps complement the redesigned Web site, which launched in the spring, and includes increased OnDemand access to video and race archive content. The new site also enables visitors to experience live radio streaming broadcasts on race day along with live timing and scoring statistics.

Instant access
Sports-related content is proving to be particularly popular on mobile because it lends itself well to watching short content on the go.

For example, Nascar earlier this year partnered with Sprint to let sports fans pick the next driver of the Nascar Sprint All-Star Race by voting through Nascar?s Sprint Cup Android app or by texting (see story).

Additionally, last fall Nascar partnered with ESPN to give sports fans a VIP view of races on their mobile devices during the Chase for the Nascar Sprint Cup (see story).

Grand-Am Road Racing, which is owned by Nascar Holdings, operates and sanctions the Grand-Am Rolex Sports Car Series, Continental Tire Sports Car Challenge the Total Performance Showcase. Grand-Am also sanctions the Ferrari Challenge in North America.

?The Grand-Am App features instant access to the latest news and videos from Grand-Am Road Racing?s Rolex Sports Car Series and Continental Tire Sports Car Challenge,? Mr. McDonald said.

?Key features include both the Grand-Am News and Grand-Am TV options," he said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York