CNBC features HP Fan & Media Engagement Center

August 26, 2013, Staff report, NASCAR.com

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NASCAR Chief Marketing Officer Steve Phelps: Innovative technology transforms relationships with fans, partners

CNBC’s “Squawk Box” welcomed Steve Phelps, NASCAR’s Chief Marketing Officer, on Monday as Official Technology Partner HP launches new advertising featuring the sport.

HP’s “Build a better enterprise. Together” marketing campaign features Phelps and the NASCAR Fan & Media Engagement Center (FMEC) in a fast-paced, 30-second TV spot, which will air on national news networks including CNBC, CNN and FOX News. Print outlets, such as Bloomberg BusinessWeek, Forbes, Harvard Business Review, The Economist, and Wired, will be included in the campaign.

In the latest example of the convergence of Big Data and marketing, HP brings to life how it helps NASCAR make sense of the noise -- juxtaposing the chaos of a NASCAR race with the order and precision the FMEC provides. The spot showcases how technology turns millions of tweets, posts and stories into business-impacting analytics.

“Big Data for us really means tweets from our fans, posts from our fans – so millions of tweets and posts – as well as what’s being written in the traditional media so print, digital, broadcast,” Phelps said. Takes all that Big Data and pushes it down into something that’s actionable in real time for us.

“Our vision was to hear about the dialogue that was happening within NASCAR,” Phelps said on “Squawk Box.” “What’s the tenor of it? What’s it look like? What’s being said? And then be able to react to that. HP built an end-to-end solution for us that is HP software, HP consulting services, HP hardware.

“It’s really about us doing something for our entire ecosystem – for our drivers, for our teams. It’s really… about serving the fans.”

Click here to watch the interview or view it below: