The First Data Experience

Finding A Clever Way to Introduce First Data and Clover to Business Owners

First Data is the number one company providing credit card processing services for small and large businesses and national financial institutions. As the entitlement sponsor of the Monster Energy Cup Series race at Martinsville Speedway in October 2017, they had a large presence in the Fan Zone. However, they were not a familiar name to race fans. Since this was their first display at a NASCAR event, we worked with their marketing company to create a unique experience to help introduce visiting fans to First Data and Clover, their POS hardware system.

The experience began with a simple giveaway that enticed passing fans. When attendees entered the First Data display, they were given a prepaid $5 card that could be used at the Speedway or any other vendor of their choosing. Guests were then invited to spin the custom-made Clover Spin Wheel to win another $5 prepaid card, hat, t-shirt, or fidget spinner.

Fans could also visit a replica of Martinsville’s Victory Lane area, complete with a replica cutout of the famous Martinsville Speedway grandfather clock trophy and Kyle Larson’s #42 First Data Chevrolet show car. Driver appearances from Kyle Larson and Jamie McMurray further enticed fans into the display.

Of course, First Data’s primary goal for the display was to inform business owners attending the event of their services and also introduce the Clover POS system. So, First Data had an emcee encourage business owners to come and learn more about what they do and how they could use Clover to help their business.

Despite First Data not being as well-known, their fan experience was the busiest display at the track that weekend. The client was extremely pleased with the results.

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