Mike Conway to Promote Team’s Real-Time Fan Engagement on Twitter Powered by ExactTarget with Entries in Toronto and Edmonton
07.07.11 – Andretti Autosport will combine the speed of IZOD IndyCar Series racing and the real-time engagement of social media with the #27 Team @FollowAndretti car, driven by Mike Conway, at the Honda Indy Toronto and Edmonton Indy races on July 10 and July 24.
Featuring the team’s Twitter handle @FollowAndretti, the car is a first in the series to prominently invite fans to interact with team drivers, strategists and crew on and off the track via Twitter.
Powered by global interactive marketing provider ExactTarget, an associate sponsor of Andretti Autosport, the interactive marketing campaign offers fans the opportunity to receive exclusive content on Twitter and allows for real-time interactions from the team before, during and after the race. The effort also invites fans to register for email alerts and trackside update emails featuring exclusive videos, including interviews with drivers, team owner Michael Andretti and crew members.
To kick off the campaign, the team released a new video online that brings fans into the Andretti Autosport race shop for a behind the scenes look at race preparation and insights from Andretti Autosport Chief Marketing Officer John Lopes and ExactTarget Chief Marketing Officer Tim Kopp. To watch the video on YouTube, click here.
More than 20 percent of consumers read Twitter updates at least monthly, according to ExactTarget’s “Subscribers, Fans, Followers” research series, and more than 75 percent of consumers that follow at least one brand on Twitter subscribe to at least one brand’s email marketing.
TIM KOPP [@TBKOPP], CHIEF MARKETING OFFICER, EXACTTARGET:
“Social media provides a unique opportunity for brands to interact with consumers in real time and deliver personal interactions that build loyalty and ultimately drive sales. The Andretti family is legendary for their innovation on the track, and once again they are breaking new ground by engaging fans in real time through a new cross-channel marketing campaign that offers fans engagement on Twitter and email.”
MICHAEL ANDRETTI [@MICHAELANDRETTI], CHAIRMAN, PRESIDENT AND CHIEF EXECUTIVE OFFICER, ANDRETTI AUTOSPORT:
“In a sport like IndyCar racing, speed is more important than anything—it’s what we live for. But away from the track, speed is important too. Twitter gives me and the team an outlet to talk directly to fans in real time, which really wasn’t possible even just a few years ago. It’s made a huge difference in how Andretti Autosport and our drivers can connect to fans and sponsors, and I think partnering with ExactTarget has put us in the position to do even more.”