Getting fast, loud and growing IndyCar’s social presence

There’s no one fix-all trick to building a sports brand on social.

Each league, team and event has its own caveats. And broadly speaking, it requires a lot of fluid, difficult-to-document reactiveness to key moments.

But one strategic pillar I relied on during my time as IndyCar’s lone Social Strategist was reinforcing the brand’s differentiators:

  • Our cars were louder than everyone else’s — yes, this matters to racing fans

  • Our racing was more competitive than everyone else’s

  • Our league was more diverse than everyone else’s

While leading all content strategy and community management, I increased engagements (16% YoY) and video views (18%) by creating content that resonated with IndyCar fans.

Here are some of my favorite posts and moments:

Fast & Loud

If you’re not a racing fan or a gear head, this one might feel weird.

But trust me: With IndyCar fans, this race car ASMR worked.

Competitive Racing

I managed two video editors through a partnership with IndyCar’s sister production company. We worked together to create this series, using every onboard camera angle to make some of the series’ best, most consistently high-performing content.

And pulling individual drivers’ impressive maneuvers filled out a content calendar with video that was unique to IndyCar.

Diverse

When Takuma Sato won the Portland GP, I raced to find his translator to bring this post to life. It went viral overnight as Japanese fans saw and loved the recognition. A little effort can go a long way when it comes to celebrating diversity.

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Humanizing WNBA moms for the Indianapolis Star