Stock car racing giant NASCAR has teamed up with knowledge management platform Satisfi Labs Partners to create a virtual Answer Engine to engage with fans throughout the season.

Through the partnership, Satisfi Labs will provide racing and venue information to all NASCAR-owned tracks, including Darlington, Daytona, Homestead, Martinsville, Phoenix, Richmond and Talladega.

With Answer Engine, fans can engage with a virtual assistant to ask questions directly through their preferred digital channels in a conversational format.

As NASCAR continues to bring fans back safely to the racetrack, it can rely on the digital platform to answer an influx of queries around changed entry protocols, new in-venue activations, as well as providing access to the latest driver and track updates.

The Answer Engine will also pull in direct feed information that adds specific knowledge around camping, travel packages for booking trips to particular racetracks, and information on racetracks and infields. Data gathered from the multi-track assistants provides NASCAR with insights about fans race day priorities, concession preferences, stadium logistics challenges and general fan interests that can be leveraged to improve future offerings.

“We’re thrilled to be partnering with Satisfi Labs to utilise innovative technology to help fans feel safe coming back to races, navigate NASCAR’s track and race-day experience questions, and help provide a premium guest experience” said Digital Marketing Director at NASCAR, Wyatt Hicks. “Our goal is to consistently create new ways to help our fans get closer to the excitement surrounding fans’ favourite drivers, including upgrading customer services and leveraging digital technology in new ways. We’re glad to be accomplishing these goals and incorporate innovative solutions into our fan engagement strategy to provide the most approachable experience possible.”