A client since 2008, Verizon has spent the last few years focussing their INDYCAR and Team Penske partnerships on access. In an increasingly competitive sector, Verizon rebranded to revitalise their organisational structure, operations and identity with a focus on differentiation, access and technology.
For the motorsports program, this meant creating a deeper and more meaningful relationship with customers.
To fulfill these objectives, we have been the driving force behind providing access to Verizon’s motorsport customers. To maintain a consistent message throughout the season, we built a portfolio of ‘always on’ activities. The idea was to consistently provide access at all levels; from small giveaways to exclusive, once-in-a-lifetime trips and experiences.
These activities include Verizon Pit View, pit lane kiosks, Smart Rewards, Verizon Up, Paddock Insider (the INDYCAR-dedicated social channel managed by us), Verizon social channels and digital ad placements.
Larger events on the calendar included Indianapolis 500 experiences on the 10th floor of the Pagoda, a Verizon Up weekend in Sonoma, Smart Rewards sweepstake fly aways, Instagram takeovers, working with social influencers and customer hospitality.
With direct involvement in every access point in the sport, we have the necessary background in motorsports to deliver on the entire program, and INDYCAR has served as the testing ground for the access platform. The program exceeds expectations year on year, proving that Verizon is ‘always on’ at every race.