Coca-Cola x Daytona 500 — Registration Analytics

Activation Summary

This case study covers live event days only (Thursday–Sunday, Feb 12–15, 2026). PivotXP used a high-throughput Coca Cola registration experience plus ExperientialOS to capture fan identity and convert it into analytics the brand can act on.

What the registration captured (brand-ready data)

The Coca Cola registration flow is designed to be fast in line and strict in data quality. It captures a clean identity record per participant and logs the attributes needed for marketing value, attribution, and ROI reporting.

• Operational telemetry: timestamps to quantify peak hours, throughput windows, and staffing/traffic alignment.
• Preference signal: selected favorite product (consumer sentiment by SKU/brand).
• Consent capture: permissions recorded at the time of capture.
• Identity capture: fan record with contact-ready fields (used for follow-up delivery and CRM use).

Overall Participation (Thu–Sun, Feb 12–15, 2026)

• Average per day: 490 registrations/day
• Live days: 4
• Total registrations: 1,958

Daily Breakdown

• Sunday: 771 (Peak Day)
• Saturday: 545
• Friday: 381
• Thursday: 261

Takeaway: Momentum built throughout the weekend, with Sunday delivering nearly 40% of total capture volume. This is a strong signal of race-day traffic alignment and placement effectiveness.

Audience Demographics (age insights)

Ages were filtered to realistic values (13–100) to avoid skew from bad inputs and to strengthen stakeholder confidence in the dataset.

• Range: 18–91
• Median age: 40
• Average age: 41

Takeaway: This was not a youth-only activation. You captured a prime purchasing-power demographic, strengthening CPG ROI justification and downstream targeting.

Product Preference Insights (favorite selection)

• Powerade: 3.8%
• Sprite: 6.5%
• Diet Coke: 13.4%
• Coca-Cola Zero Sugar: 20.6%
• Coca-Cola Original: 45.6%

Key insights: Flagship Coke remains dominant. Zero Sugar shows very strong demand (1 in 5 guests). Cross-portfolio engagement indicates broad product resonance—valuable consumer sentiment data for Coca-Cola.

Engagement Timing (peak registration hours)

• 12 PM: 169
• 3 PM: 178
• 4 PM: 208
• 10 AM: 271
• 11 AM: 306 (Peak)

Takeaway: Prime capture window was 10 AM–1 PM with a secondary push in mid-afternoon. This suggests traffic flow and booth operations were well optimized (and provides clear staffing guidance for future race weekends).

How ExperientialOS amplified the registration

Registration is only valuable if the data is usable. ExperientialOS provides the operating layer that keeps identity clean, permissions explicit, and analytics defensible—so what you captured can actually be activated after the show.

• Export-ready structure: datasets can be delivered in CRM-friendly formats with clear field definitions and consent flags.
• Operational auditability: timestamps and structured fields reduce ambiguity and increase trust in reported results.
• Unified identity: one fan record that can be referenced by downstream touchpoints and reporting.

Case Study Positioning Angles

• CRM-ready engagement: segmentation-ready dataset suitable for future Coca-Cola campaigns.
• Strong brand signals: nearly half of fans selected Coca-Cola Original as their favorite product.
• Prime demographic reach: average participant age of 41 aligns with high-value consumer segments.
• Data-driven insights: real-time product preference signals from a qualified adult audience.
• High-throughput capture: nearly 2,000 fan identities in four live days at a major NASCAR event.