Challenge: The Lowe's Racing team, sponsor of the #48 car driven by Jimmie Johnson, needed a way to supplement their content for lowesracing.com and the many fans that go to this site. The team was looking for a way to keep its fans happy by adding new content to its already information rich site. The team also needed an online location for its official Lowe's Racing team store and fulfillment for the many Jimmie Johnson and Lowe's Racing team products sold.
Approach: In order to supplement the information on lowesracing.com, RMG3 set up a content feed through its R1 news feed, by which NASCAR news automatically populates lowesracing.com without any work from the Lowe's Racing team. RMG3's staff of motor sports writers around the country provides all content to RMG3's racing web site, RacingOne.com, which it acquired in June of 2002. The fresh articles written that appear on RacingOne.com are then fed to lowesracing.com via the R1 news feed, so that the fans can also read and enjoy articles from all of NASCAR. RMG3 found that another way to supplement the content on lowesracing.com was to provide live qualifying for NASCAR Winston Cup events. In addition to the live qualifying, other information and stats, such as track and event schedules and five-year driver averages are provided to the Lowe's Racing fans. Finally, to provide an online location for the Lowe's Racing official team store, RMG3 incorporated the Lowe's racing gear into its FanShop at RacingOne.com, to create a simple, turnkey solution. A dedicated area was set up, with a custom front-end design, where Team Lowe's Racing members can go and shop for a variety of Lowe's Racing products. They receive a 20% discount among other benefits when shopping from the online store. RMG3 handles all fulfillment and updates of the online store.
Result: Articles from RMG3's staff help to keep the lowesracing.com site fresh and give Lowe's racing fans a chance to read about other news around NASCAR. Fans can also enjoy the information about each race and following Jimmie Johnson during live qualifying before every race. The online store has been a success and many Team Lowe's Racing members come to the designated area of the FanShop each day to purchase Lowe's Racing gear driving additional revenue for the Lowe's Racing Team through the online sale of its officially licensed products to fans around the country.
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