Verizon
Verizon Wireless stormed into the spotlight of North American motorsports with high profile 2009 NASCAR, GRAND-AM and IZOD IndyCar Series sponsorships. Roger Penske-owned teams in all three series provided the platform for the extensively JMI-developed "Verizon Championship Racing," (VCR) an IP-free umbrella encompassing premium motorsports content and features for Verizon Wireless subscribers. JMI's New Media team created, launched and hosted www.verizonchampionshipracing.com in support.
With the Penske teams typically running at the front, Verizon Wireless enjoyed great visibility at North America's premium racing events, capped by a stirring Indianapolis 500 win by Helio Castroneves. High-quality trackside hospitality entertainment of key guests was among the JMI-managed program assets. JMI's contributing oversight also included effective coordination between Verizon's headquarters staff and its various affiliated marketing groups.
Far more than an on-track branding exercise, the full impact of the Verizon Wireless motorsports initiatives were realized beyond the track. The "V Lounge," an overnight creation of a temporarily Verizon Wireless-branded nightclub, entertained race fans and general consumers with headlining acts including Josh Turner and the Zac Brown Band. Special VCR-festooned Smart cars created race market buzz across the nation in 12 locations. JMI also activated a series of at-track viral campaigns that helped keep the Verizon Wireless brand elevated within the consciousness of race fans.