Indy Racing League Embarks on a Multi-Vehicle Fan Tour
The genius was in the separate-yet-together formula. The Indy Racing League mobile Fan Experience featured four standalone vehicles that invaded a market, split up for targeted events, then combined a few days later for a group experience at weekend races.
Built to introduce the oval-track, open-wheel racing league to the consumer populace, plus sell tickets, boost TV viewership, and raise awareness for drivers, the 35-week tour featured four elements. The anchor was the 18-wheel Indy Racing Challenge, four actual IndyCar vehicles consumers raced via flat-screen simulator screens. A separate Indy Racing Kids truck carrying youth-related activities for kids five to 15 had gaming kiosks, slot cars, and League-themed inflatables. (It made retail and festival stops.)
Meanwhile, an Indy Racing Live portable stage set up concerts and shows at festivals (often bypassing permit fees by supplying a stage to the venue). IRL bands played as many as four original sets. And a domed Pit Stop Challenge took people right onto the track to service a pair of IndyCars while a timer ran.
More than 1.6 million people interacted with the truck, with race attendance up 11 percent following the campaign. Winner!