Our integrated social campaign brought the strategy of IndyCar racing to fans at the event and on the social networks.

In 2013 we designed and launched a social activation campaign that provided fans with the ultimate IndyCar experience. The Inside Track increased Twitter mentions by over 300% and got the #DetroitGP hashtag to trend organically for more than 3 hours. When race weekend completed, the social media reach exceeded 107,000 users and received over 363,000 impressions.

This campaign was designed to engage with fans on their social network of choice and activated an on-site digital experience during race weekend. The overall objective was to engage IndyCar fans and to create a life long affinity for the sport by provided exclusive behind the scenes content.

RESULTS

After the week long activation and all the promotional activities leading up to the race, the Detroit Grand Prix received incredible ROI for the Inside track social media activation.

20,000+ Twitter mentions
#DetroitGP trended organically at number 2 for over 3 hours
363,764 social impressions were generated during race weekend.
107,234 social media users were reached organically through The Inside Track campaign.