Indy Racing League Embarks on a Multi-Vehicle Fan Tour - Event Marketer

Indy Racing League Embarks on a Multi-Vehicle Fan Tour

DB_Indy_2004 Ex
Brand: INDY RACING LEAGUE
Agency: IGNITION
Awards: EX AWARDS — BEST MOBILE MARKETING PROGRAM
Year: 2004

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!

Back to EventMarketer.com

SIGN UP FOR UPDATES!

Fill out the fields below to receive the latest news and special announcements from Event Marketer.

© 2018 Access Intelligence, LLC – All Rights Reserved. |