By shifting gears from a marketing hub to an editorial website, Union elevated the digital experience Hendricks Motorsports has to offer.

Hendrick Motorsports | Digital Experience Case Study | Union

Hendrick Motorsports Case Study

A racing powerhouse found themselves with a digital experience that did not reflect their success or include all the unique content they had to offer. The brand approached Union to enhance and elevate their digital presence, driving more user engagement on their website and in a new mobile app.

Changing Lanes

Hendrick Motorsports

Data & Brand Strategy

Services

As one of the most respected teams in NASCAR, Hendrick Motorsports has collected a record 12 owner and team championships and hundreds of wins since 1984. Their roster of talent has included superstars like Jeff Gordon, Jimmie Johnson, Dale Earnhardt Jr. and Kasey Kahne. Having worked with Union on design and development of the first iteration of their website, Hendrick came to us once more to bring this new vision to life. Union collaborated with the brand to create a fresh digital approach that better leveraged the drivers, sponsors and stories to produce the ultimate fan experience.

A Tradition of Champions

Background

To meet the expectations of NASCAR fans online, we had to rethink the Hendrick website as an editorial website, not a marketing hub. Our new strategy would focus on the rapid-publishing of rich content which meant a more flexible, easier-to-navigate publishing and content-focused CMS solution. Offering fans a unique, exclusive look at their favorite drivers would drive an increase in engagement, repeat visits and time on the website, allowing for new marketing opportunities for the brand and its sponsors.

A Winning Strategy

Repositioning as an editorial website

As part of our discovery process, we wanted to understand what NASCAR fans wanted from a team’s website. What it came down to was not making the experience a news-source but a destination for more immersive content from the team, its high-profile driver personalities, the race infield and their pits.

Putting the Fans First

Personalizing the Fan Experience

Needing to highlight the brand’s four feature drivers within a single website necessitated an improved user experience that streamlined essential content and information, such as bios, pit crew overviews, upcoming paint schemes and schedule information. Housing all this content within a single destination would allow fans to feel like they are a part of the team they love.

Getting Behind the Wheel

Driver Detail

It was clear that a younger generation of NASCAR fans would appreciate a slimmer app experience that shared the same great look and feel of the website with a few extra features just for mobile users. At a time when no other racing team offered a mobile app that could deliver rich content directly to a fan’s phone, Union helped Hendrick deliver a unique experience for iOS and Android users.

Ahead of the Curve

Mobile App

The new Hendrick Motorsports digital experience was immediately recognized by the industry for its muscle, flexibility and great content. Based on the increased site engagement, we think the fans liked it too.

Changing Lanes

Ahead of the Curve

Victory Lane

302%

TIME ON WEBSITE INCREASE

344%

PAGEVIEW INCREASE

85%

BOUNCE RATE REDUCTION