Clients
Crown Royal Racing Site
Towards the end of 2004, NASCAR decided to allow spirit sponsorship of cars competing in the 2005 series. Crown Royal was one of the first companies to sign up for the opportunity, but details were still being negotiated up until a week before the formal sponsorship announcement. ID Society was tasked with developing a web presence to support this marketing activity, including modifying the existing Crown Royal site to allow seamless integration of the Racing portion, allowing for weekly content updates, adjusting the database to provide "Motorsports News" opt-ins and working with numerous data partners involved in offline components of the program.ID Society constructed the site from the ground up to accommodate the requirements of NASCAR fans. Each race series page incorporates a Calendar and Standings, which are updated after each race (with the Content Management System automatically including portions of both on the Racing Home page). The site is completely defined by XML files, allowing ID Society to easily adjust all promotional areas, administer Press Releases, Photo Galleries and Videos, and swap out the content of the Flash vignettes. The constant content refreshs encourages repeat visits to the site, to build consumer loyalty and cement the association between Crown Royal and NASCAR (and Crown's commitment to the fans).
Based on Crown Royal's expectation that up to 40 million NASCAR fans might visit the site, ID Society partnered with an Edge-Serving Cache network, Akamai, as a buffer to allow the site to accommodate practically unlimited traffic levels.
