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The Intersectionality of Location-Based Audience Intelligence, Sports, Fandom and QSR Consumers

Updated: Feb 3

The worlds of sports fandom and QSR (quick-service restaurant) consumption may seem like separate galaxies, but on closer inspection, reveal fascinating behavioral parallels. Understanding this link, sprinkled with some juicy psychographics, can be a game-changer for both sports teams and QSRs.


In this article, we dive into these shared traits and explore ways location-based audience intelligence can be leveraged to optimize mobile advertising strategies, and audience segmentation strategy. Let's first dive into these shared traits:


Image of sports fans and patrons outside Dunkin' Park in Hartford, CT
Dunkin' Park Hartford,CT

Tribalism and Identity:

  • Sports fans: Fiercely loyal to their teams, wearing team colors, attending games with fellow fans, and reveling in shared victories. This creates a sense of belonging and collective identity.

  • QSR consumers: Develop brand loyalty, favoring specific chains, sporting merchandise, and participating in loyalty programs. These chains become part of their social identity and lifestyle.

Rituals and Fandom:

  • Sports fans: Participate in pre-game rituals, tailgate parties, and post-game celebrations. These rituals solidify the social bond and enhance the fandom experience.

  • QSR consumers: Develop routines surrounding their favorite QSRs – weekly "Taco Tuesdays," post-workout protein shakes, or Friday night pizza rituals. These routines become ingrained in their lifestyle.

Emotion and Impulse:

  • Sports fans: Experience a rollercoaster of emotions – joy in triumphant victories, despair in crushing defeats. Decisions to attend games or buy team merchandise are often impulsive, driven by passion rather than cold logic.

  • QSR consumers: Cravings and instant gratification drive their choices. The sight of mouthwatering visuals, limited-time offers, and emotional marketing campaigns trigger impulsive decision-making at QSRs.

Community and Social Currency:

  • Sports fans: Discuss games, analyze plays, and debate strategies with fellow fans both online and offline. This active engagement builds a strong community.

  • QSR consumers: Share food photos, recommend menu items, and discuss brand experiences on social media. These interactions create a sense of community and shared cultural currency.

The potential for marketers to leverage these shared traits is immense


By enabling digital marketing teams with the ability to zero in on individuals who've visited and frequent specific QSR brands such as Chipotle, Panda Express, Dunkin' Donuts and Jersey Mike's, DriveLine's precise location intelligence delivers a powerful solution for targeting and reaching relevant audiences.


What DriveLine does is unique


DriveLine's audience-first ad campaigns go beyond the geo-fence by utilizing location-based mobile device data and user behaviors such as visitation and frequency. DriveLine leverages anonymized location data from mobile devices to understand where people go and what they do in the real world. This data is then aggregated and segmented to create insights into consumer behavior and preferences, without collecting or revealing any personally identifiable information, or PII.


Our custom visitation audiences empower marketers to target and reach QSR customers by brand. Harnessing the power of targeting and reaching QSR customers based on their specific food preferences and behavioral patterns opens up a world of possibilities for personalized and impactful marketing outcomes.


Whether you choose to use your preferred platform or rely on us for end-to-end campaign management, we are your partner in precision advertising.




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