Scan
Every stop points to the next
The route runs from the FanDome to the paddock, with a tram ride built in. The quest becomes the navigation.
Case StudyFan EngagementCustom Software + AI-Accelerated Prototyping
Paddock
Passport
How KEYSYS turned a race weekend at Barber Motorsports Park into a quest, and turned the quest into the fan-engagement data SRO asked for.
5
checkpoints spread across Barber, each pointing to the next
3
production applications grown from one prototype
0
app downloads required. It runs in the browser.
0
cameras, RFID tags or tracking. Only the scans fans choose to make.
About the project
A quest for fans.
Data for SRO.
SRO Motorsports Group runs GT World Challenge America. For its September race weekend at Barber Motorsports Park, SRO wanted two things: get fans out exploring everything the weekend offered, from the open paddock to the car festival, and find a way to measure that engagement.
KEYSYS built Paddock Passport, a browser-based scavenger hunt that sends fans to five checkpoints around Barber. Fans scan a QR code at each stop, collect a badge, and claim a limited-edition flag when they finish. Every scan feeds an organizer dashboard that shows where fans went, when, in what order and where they dropped off, with no cameras, RFID tags or tracking. AI helped the team move quickly from concept to clickable prototype, and that one prototype became three production applications: the fan app, the organizer dashboard and a reward app for event staff.
The presentation
The story in 10 slides
From the talk KEYSYS gave at DRIVE AI 2026. Click through, or jump with the thumbnails.
01 · The challenge
“We want fans immersed in the action.”
SRO already offered a lot at Barber: an open paddock, garages, a car festival and a fan zone. But access can exist without feeling accessible. A first-time fan doesn’t automatically know, “I can go over there.”
Open PaddockGarageCar FestivalFan Zone
SRO’s ask
“Can we see a heat map of fans at the event?”
The real goal behind the question: measure fan engagement. So SRO wanted two things at once.
GOAL 01Get fans to explore
GOAL 02Measure fan engagement
02 · The insight
Flashback · Summer 2016 · Railroad Park
Pokémon Go gave us a quest to explore the park.
People who had walked past corners of Railroad Park for years suddenly went looking for them. The game didn’t add anything to the park. It gave people a reason to go see what was already there.
What if we gave fans a quest at Barber?
03 · The solution
Paddock
Passport
A race-weekend scavenger hunt at Barber Motorsports Park
Fans scan five stops around Barber, collect a badge at each, then claim a limited-edition flag at the SRO FanDome. It runs in the phone’s browser at paddock-passport.com, so there’s nothing to download.
1. Explore
Find all five stops around Barber.
2. Scan
Scan the QR code at each stop.
3. Collect
Claim the flag at the SRO FanDome.
Explore
Five checkpoints.
Real landmarks.
- 01SRO FanDome
- 02Birmingham Car Festival
- 03Lady in the Lake Then ride the tram
- 04Scoring Tower Monkey
- 05SRO GT World Challenge Paddock
Collect
Capture the flag
With all five stops unlocked, fans show the claim screen at the FanDome and take home a limited-edition flag.
04 · Measuring engagement
How do you usually get a heat map?
OPTION 01
Cameras
- More hardware
- Coverage gaps
- Privacy questions
OPTION 02
RFID
- Tags for every fan
- Readers across the property
- New infrastructure
OPTION 03
Timing mats
- Built for one finish line
- Heavy for a whole park
- More gear to deploy
The experience creates the data.
Every scan already records where, when, in what order, and whether the quest was finished. No one is followed around Barber. We only count the scans fans choose to make.
Demo dataOrganizer dashboard, test environment. Not race-weekend results.
Where
Which checkpoints fans scanned
When
When each check-in was accepted
Order
The sequence of their stops
How far
Where fans stopped progressing
05 · The build
One prototype became three applications.
Paddock Passport prototype
FANS
Paddock Passport
Explore›Scan›Complete
ORGANIZERS
Engagement Dashboard
Monitor›Understand›Learn
REWARD STAFF
Reward App
Verify›Redeem›Manage
Focused experiences
Each person sees only what they need.
Independent updates
Change one without breaking another.
Separate access
Public and staff apps stay distinct. Access is enforced through the API by identity and permissions.
FAN
“I want to play.”
ORGANIZER
“I want to understand.”
REWARD STAFF
“I want to verify and fulfill.”
Show each person only what they need.
06 · Where AI fit in
AI can be an accelerant.
AI shortened the distance between “what if?” and “what about this?” SRO could react to concept visuals and click through working prototypes before anything production-grade was built.
A prototype is not a deployed application.
THE TEAM
Product + experience
THE TEAM
Application engineering
THE TEAM
Infrastructure + deployment
AIDiscoveryExplorationImplementation supportTestingDocumentation
AI accelerated the work. The team owned the outcome.
07 · Race weekend
The quest begins…
Race-weekend results
Fans kept going.
Share of fans who started a Paddock Passport · Sept 25–27 at Barber
41%
Completed all five checkpoints. 4 in 10 fans who started finished the full quest.
The fan journey
- Reached a second checkpoint65%
- Reached the GT Paddock63%
- Completed all five checkpoints41%
Nearly 2 in 3 fans kept going after their first stop.
Fans
- Explore more
- Discover Barber
- Complete a quest
- Earn a flag
SRO
- Measure engagement
- See check-in patterns
- See drop-off
- Improve future events
Better experience → better data → better next experience
This is MEGA,
thank you!
Taylor Bedell
Sr. Manager, Marketing Communications
SRO Motorsports Group America
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