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Building a Loyalty Program for the NASCAR Fan Community

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By: Wise Marketer Staff |

Posted on February 3, 2022

Few fans are as avid and dedicated as NASCAR fans. With the help of Incendio and Capillary, NASCAR set out to create a novel loyalty program recognizing the passion of NASCAR’s new and seasoned fans through community, engagement, and fun at the track and at home experiences.

In this episode of the CRMC Webinar Series, join Donald Baal, Joe Doran and Jenn McMillen, hosted by Bill Hanifin, as they discuss how the rewards program was designed and its long term goals.

Key Takeaways:

  • Learn how to build passion in your brand community
  • Hear why experiences and engagement are so important to a loyalty program
  • Why keeping score is always important
  • The pivotal role technology plays

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Donald Baal brings over 15 years of motorsports experience to NASCAR where he oversees the NASCAR Data Strategy team. NASCAR Data Strategy was established in 2020 as part of the newly integrated NASCAR, to create a dedicated unit that focused on the strategic development of consumer data. Their focus is not only increasing the collection of first-party records, but increasing the actionable data points within the Consumer Data Platform. This data helps guide marketing campaigns, drive value for NASCAR partners, sell tickets, and create an asset towards media rights value. Prior to leading the Data Strategy team, Donald oversaw digital marketing and managed the front-end of NASCAR’s digital platform including NASCAR.com and the NASCAR Mobile app. Prior to joining NASCAR, Donald spent 10 years at International Speedway Corporation working in ticket sales, travel, and email marketing.

Jenn McMillen is the founder of Incendio, where their specialty is increasing topline revenue by building and fixing customer programs. Her team helps companies solve and overcome their CRM, loyalty, and customer experience challenges. Jenn is a nationally known loyalty & CRM expert, recognized by the CRM community and her peers with major industry awards for programs such as GameStop’s PowerUp Rewards, which has more than 35-million members, many of whom pay an annual subscription fee for an enhanced experience. She built the program and launched it, changing GameStop’s entire marketing strategy and creating a multi-million-dollar revenue stream. In addition to PowerUp Rewards, she created and has run several well-known loyalty and subscription programs, including myGNC Rewards, United Airlines’ Silver Wings Plus, Vail Resorts PEAKS, Payless ShoeSource Points, Neiman Marcus InCircle, and one of the first big national loyalty subscription programs, Blockbuster Rewards.

Joe Doran is the Senior Vice President of Loyalty at Capillary in Minneapolis, MN where he oversees account services and product delivery. Joe has been leading technology teams and Clients since he started his career as a project manager in the military building multi-million dollar command and control software. He started his digital marketing career at Olson 1to1 leading the technology team for Wyndham Rewards – the largest hotel chain in the world. This was followed by several years at The Nerdery working as a digital strategy director where his teams built everything from enterprise grade healthcare systems to cutting-edge mobile apps.