Infineon Raceway, best known for its annual NASCAR Sprint Cup Series event, and CrowdOptic, a maker of crowd-driven mobile solutions, today announced a partnership to deploy CrowdOptic mobile technology at the Sonoma Valley venue for the 2012 motor-racing season.
Under the partnership, Infineon Raceway will initially use CrowdOptic technology to create an enhanced fan experience, including the ability to monitor every turn on the circuit through mobile phones. The analysis of data collected will eventually give Infineon Raceway the ability to offer fans "Focus-Based" services designed to create an even more enjoyable day at the races.
"Infineon Raceway is an early adopter of mobile technologies that can be used to create an immersive fan experience, whether it's NASCAR, NHRA drag racing, INDYCAR or another of the many forms of racing we feature," said Infineon Raceway vice president of marketing John Cardinale. "CrowdOptic is first-of-its-kind technology which tracks crowd focus by collecting real-time data on where individuals are pointing their mobile phones."
"Infineon Raceway is raising the bar on using mobile technology to enhance the live, in-venue sporting event experience and we are extremely pleased to be their technology provider for pioneering mobile Focus-Based Services in professional car racing," said CrowdOptic CEO Jon Fisher.
CrowdOptic technology, which debuted in live sports at the Bank of the West Classic tennis tournament in July 2011, allows sponsors, advertisers and event organizers to monitor shifts in crowd attention and use this information either to silently improve operations behind the scenes, or to roll out hyper-targeted Focus-Based Services. With Focus-Based Services, fans sitting elbow-to-elbow in a stadium might at the same moment receive completely different ads, broadcasts and offers on their mobile phones. More information about CrowdOptic technology is available at www.crowdoptic.com .