Darlington Raceway, a NASCAR speedway located near Darlington, South Carolina, is home to the Southern 500 and popular NASCAR races throughout the season. Nicknamed “The Lady in Black” and “The Track Too Tough to Tame” by many NASCAR fans and drivers, the track was looking for a new way to both increase ticket sales, and appeal to the large military fanbase located in the region. To do so, they decided to offer special ticket pricing, exclusive to the military community.
To verify those military members, Darlington looked to SheerID. SheerID’s engineering team first implemented military verification for active duty, reservists and retired personnel. SheerID also created a customized FAQ sheet for Darlington to address any outstanding questions from ticket buyers.
On a SheerID hosted landing page with Darlington branding, fans can fill out the short verification form. Upon successful verification, buyers are auto redirected to the ticket purchase page with the discount code embedded in the redirect URL. This removes any additional pages for users to have to navigate in the buying process.
As a result of a successful military offer, Darlington decided to add special student pricing, as well. Using the same template, but with content and data source changes, SheerID’s team was able to complete implementation, reviews, and quality assurance, and set the program live within just 10 days.