Although Verizon ended their title partnership at the conclusion of the 2018 INDYCAR season, they turned to us to determine how to close out five years as a title sponsor and look forward to the new era of Verizon’s involvement in motorsports with Team Penske, all while staying committed to fully supporting the series that it helped build and leaving on a high note.
We were tasked with developing an always-on communications and marketing plan to demonstrate Verizon’s exclusive access, content and technology innovation, as well as promoting the multi-layered reward offerings of Verizon Up in the My Verizon app for the 2018 INDYCAR season.
By creating an integrated marketing communications plan that utilized social, digital, in-venue communications and national media and PR, we drove demand through retail and customer engagements.
We also set about differentiating product offerings by providing a superior network experience at track, promoting the exclusivity of the Verizon Up program through once-in-a-lifetime experiences, highlighting technology through the testing of the 5G network in real-world scenarios, and by managing the former INDYCAR Mobile application.
Results from this year included 4.7 million organic impressions on Verizon's @PaddockInsider
social channels, 100K views on Twitter and Instagram, over 490 guests hosted throughout the season at 16 events and a 10% increase in traffic at retail activations in Indianapolis leading up to the Indy 500.
Beyond that, over the past five years of Verizon's title partnership with INDYCAR, we helped the brand generate over 595M media impressions, 552M social impressions, and 540K physical impressions. In that time, we hosted 4,230 guests and rewarded over 10,000 Verizon customers with special track experiences.