OPERATIONS

Westlake Ace Hardware teams with SoundBite to deliver mobile campaign

BY Staff Writer

Bedford, Mass. — Mobile marketing solution-provider SoundBite Communications announced Thursday it has deployed a new mobile campaign with Westlake Ace Hardware, the largest member of the Ace Hardware Cooperative. Westlake is leveraging SoundBite’s multichannel communications platform and mobile marketing expertise for its Weather the Storm mobile campaign.

Weather the Storm provides consumers with the ability to receive weather-related mobile notifications combined with special marketing offers. SoundBite integrated its Mobile Marketing offering directly with the National Weather Service, providing Westlake’s customers with the most accurate information available based on a participant’s ZIP code. Consumers can stay alert by receiving timely, location-based weather notifications by opting-in to the service. The new functionality augments SoundBite’s mobile marketing and platform offerings.

“Weather emergency preparedness is one of Westlake’s specialties and the launch of the text alert program, leveraging SoundBite’s mobile marketing offering, is another way we ensure our customers are well prepared for whatever Mother Nature dishes out," said Liz Benditt, director of customer relationship development at Westlake.

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OPERATIONS

Finish Line names digital marketing exec

BY Staff Writer

Indianapolis — The Finish Line said Thursday it has appointed Jay Custard as VP of digital marketing for the company.

Custard’s responsibilities include leading and directing corporate strategies involving digital customer acquisition, retention and superior customer satisfaction, as well as developing new strategies to support future growth.

He was previously VP of e-commerce, global, for Crocs.

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News

Walmart revs up NASCAR partnership

BY CSA STAFF

BENTONVILLE, Ark. — Walmart announced that it is expanding its Race Time 2012 program to give fans more accessibility to discounted race tickets, driver appearances and fan events at stores, a greater selection of authentic NASCAR merchandise and a special sponsorship of Bill Elliott at the Coke Zero 400.

Walmart’s Race Time program, launched last year, gives fans authentic merchandise and fan events at Walmart stores in every NASCAR Sprint Cup series race market. This year, Walmart said it has more than tripled the number of companies offering displays of authentic merchandise, doubled the number of fan events at stores and increased the race markets where the $99 Walmart Family Track Pack will be offered.

“Our mission is to bring accessibility and affordability to NASCAR fans,” said Rand Waddoups, senior Director, Entertainment Properties and Brands, Walmart. “We know our customers love NASCAR, so we are going to be a one-stop shop where they can save on discounted family tickets and authentic merchandise, as well as meet some of their favorite drivers.”

Walmart’s Race Time 2012 program specifics include:

  • Elliott appearances at Walmart stores throughout the racing season leading up to the Daytona race on July 7, giving fans a chance to meet him in person.

  • In participating race markets, Walmart will offer a $99 Walmart Family Track Pack that includes four discounted race tickets, four hot dogs, four sodas and a race program. The package saves fans more than $100 and will be available online at Walmart.com as well as in Ticketmaster kiosks in selected Walmart stores.

  • NASCAR fan events at stores in every race market throughout the season will feature real stock car race displays, special appearances by professional drivers and racing simulator machines.

  • Participating stores will offer authentic NASCAR T-shirts, racing flags and other NASCAR branded merchandise, as well as tailgating food and beverages.

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