Motorsport Brands Embrace Social Media to Engage Racing Fans
I’m a motorsport fanatic! And, I love seeing racing brands using social media so much!!
Social media enables all elements of racing and fans to come together. Now, for the first time on any scale, brands/teams/drivers/crew/sponsors/venues/etc. can all easily contact one another and interact around the motorsport event(s).
This rang so true for me during the month of April. I am in Long Beach, California, and this town fully embraces racing in varied forms on its streets. Starting just after Valentine’s Day, the City of Long Beach begins setting up the track and venue accommodations for a world-class experience. During this 6+ week ramp period, my excitement grew as a motorsport fanatic and so did my expression online through various social media channels like Instagram, Twitter, and Facebook.
One main aspect that really got the excitement going for me as a racing fan was the interaction with different players associated with the various race series that came into town. I had the privilege of interacting with the top level Formula E sponsor, DHL, as a result of my passionate FIA Formula E and Long Beach ePrix tweets and IG posts.
DHLAmericas reached out to me for a behind the scenes pit-walk and tour
@harvester_sol Send us your email. Want to invite you to a special behind the scenes tour on Thursday!
— DHL Americas (@DHLAmericas) March 30, 2015
Here with Lucas Di Grassi, Audi ABT Formula E team, at the #DHLFormulaE in Long Beach
When the Formula Drift series arrived in Long Beach, they lit the tires ablaze with horsepower and tire smoke. The FormulaD fans and teams are active on Instagram and communicate on that platform about standings, performance, stats, and cool pics.
One of my most popular Instagram pics from the Formula D weekend
A race team responded to my pic of thier livery at Long Beach with a Favorite and Retweet
— Stephen Harvey (@harvester_sol) April 17, 2015
Formula Drift driver Dean Kearney liked my pic of him inspecting his unattached Achilles tire
Scott Speed of F1, GRC, and Formula E fame, liked one of my technical brake shots
The Big Race Weekend rang in with IndyCar, the Tudor Championship, SPEED Super Trucks, and several other racing events over the weekend. This is where I saw great interaction between fans and sponsors of the Grand Prix. Five great event sponsors that I personally interacted with were Continental Tire, Honda, Mazda, Corvette, and SPAM. All of these sponsors did a fantastic job of immersing fans into their brand and then giving the opportunity to share that fun experience with everyone online. I really like this integration of brand and fan into a fun, shareable experience that can last way beyond just the event weekend.
Honda doing a great job with their brand and fan integration
Corvette branding was everywhere in the fan pic provided by Chevy staff
Honda’s brand image is at race pace with this fan video promo
The SPAM brand working with fans like me to promote canned meat
— Stephen Harvey (@harvester_sol) April 18, 2015
Mazda helping their brand with a couple of pretty smiles
Continental Tire brand looking great next to a Tudor Series race car
Keep in mind the experience that a fan or event attendee has at something you are a part of when promoting your business. Make it fun, interactive and easily shareable online so the effort can have the biggest impact possible. Feel free to contact Harvester Solutions if you need help developing an event social media strategy or campaign. We are happy to help.
Also, please comment below with brand and/or consumer interaction that you have seen that was good or bad.