1.14.14 (via MotorRacingScene.com) – Drivers exit their Andretti Autosport hauler, smoke fills the room and outside of the hauler is the drivers’ car, showing off their colors and firesuits, as the annual unveiling of Andretti Autosport’s driver lineup for the upcoming IndyCar and Indy Lights Series season proves to be a marketing action all motorsports organizations must adapt.
Michael Andretti led his organization’s team launch at Andretti Autosport’s race shop in Indianapolis. The launch was hosted on a new website – AndrettiTV.com – where fans can look at live video to Andretti Autosport’s headquarters, subscribe to exclusive behind-the-scenes video, purchase team merchandise and more.
Though sponsorship news had previously been released for all teams, Carlos Munoz will have Cinsay on board as the fourth Andretti entry in the IndyCar Series.
James Hinchcliffe shared his new United Fiber & Data paint scheme, allowing fans to reminisce of a similar look of the late Greg Moore. Marco Andretti’s No. 25 showed his Snapple colors and 2012 IndyCar champion Ryan Hunter-Reay hosted familiar colors for his DHL No. 28 Honda.
Being a step ahead of the competition is an understatement when it comes to Andretti Autosport’s marketing department. No other teams in IndyCar or NASCAR provide their fans a preseason look at their drivers and cars.
In a way, it is Andretti Autosport’s preseason media day, because after drivers are available to the media. When it comes to a star-filled organization, Michael Andretti and his marketing department have found no issues in selling their drivers as superstars in the team launch.
And it works.
It was a surprise to see Andretti Autosport launch their new website, but even more exciting as fans are able to see their new colors and the driver interaction with the media and their team owner.
The idea of selling drivers in a low-cost way is excellent and a shock many marketing teams in IndyCar or NASCAR have not done a launch in the past.
Obviously, Andretti Autosport is one of the biggest organizations in the IndyCar Series with a team owner who has won multiple championships and races in the open-wheel realm of motorsports. However, it should not be a thought the smaller teams could not benefit for launching their driver or drivers in a similar way. With the low-cost of streaming video on a website, it should be in every team’s best interest to provide their fans with more driver interaction, especially, with drivers such as Helio Castroneves, Scott Dixon, Tony Kanaan, Simona de Silvestro, Graham Rahal and other popular drivers in the sport.