One of the biggest brands in IndyCar, Verizon wanted to find a way to highlight its technological innovations within the sport while continuing to play a key role in enhancing the fan experience. The pioneering Verizon Virtual Garage – an interactive tour that allows fans to unlock unique racing content – and the improved IndyCar Mobile App, challenged us to look for ways to increase awareness among IndyCar fans.
We worked with Verizon to elevate its partnership with Team Penske and status as the Official Wireless Service Provider of IndyCar. After taking control of Verizon’s Virtual Garage we worked to identify the highest traffic areas at each race track, while increasing the amount and type of signage for the virtual tour. Additionally, we placed viewing forums in the Penske pit box to better demonstrate the capabilities of the IndyCar Mobile App – making Verizon more than just a name on a car.
Verizon also looked to us to reevaluate its event marketing strategy. By shifting the program to target key decision makers for exclusive at-track events, we helped Verizon develop the right relationships with the right people at the right time.
By season’s end, the Verizon Virtual Garage Tour saw an increase in participation by more than 30 percent, while downloads of the Verizon IndyCar Mobile App increased by 100 percent. We helped increase the number of C-level attendees for Verizon’s B2B event marketing program by 40 percent; results that reflect one of the most successful seasons to date for Verizon.