Formula 1 unleashes global marketing campaign, IndyCar responds (Update)
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| IndyCar Global Marketing Plan |
UPDATE Not to be outdone, IMS made this big announcement today. F1 starts a global campaign and IndyCar sells some old chairs.
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Indianapolis Motor Speedway fans can bring a piece of the Racing Capital of the World into their homes by buying one of the famous “Green Chairs" that lined the B Stand and B Penthouse grandstands at IMS from the 1950s until 2015.
Limited quantities of the iconic green, metal folding chairs are on sale now at www.ims.com/green-chairs at two prices: $75 (installed in 1956) and $50 (installed in the 1960s). Each chair comes with a commemorative plaque and is sold in the same condition as it last appeared in use.
Purchase Green Chair
“Fans sat in the Green Chairs during so many fascinating eras at IMS, watching the roadsters roar down the all-brick front straightaway, the dawn of rear-engine cars, the turbine, the arrival of NASCAR, F1 and MotoGP and so much more," IMS President J. Douglas Boles said. “The memories inspired by these chairs are endless, and they are a great conversation piece and keepsake for IMS fans and race fans everywhere, especially as we approach the magical Month of May."
Race Day ticket holders for any IMS event in 2018 will receive a $10 discount on either chair option if they purchase the chair using the same IMS account with which they bought Race Day tickets.
Chair customers are encouraged to pick up their treasured keepsakes at IMS starting March 27 to avoid significant shipping fees.
Metal folding chairs were used in the B Penthouse and in the B Stand until 2015, replaced by aluminum bench seats during the Project 100 renovation program of the facility, which opened in 1909.
The 102nd Indianapolis 500 presented by PennGrade Motor Oil is scheduled for Sunday, May 27 on the oval at IMS, with the fifth annual INDYCAR Grand Prix on Saturday, May 12 on the road course at IMS.
03/16/18
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| And to think Liberty would have done this sort of thing for IndyCar. |
Formula 1 launches its first ever global marketing campaign. The aim is to challenge the sport’s perceptions by showing through the eyes of the fans what F1 really feels like.
The new campaign premieres ahead of the season opener on 25th March, with bold new imagery, a new tagline and a hero film which features six of F1’s biggest super fans.
The 60-second film, released on F1’s social channels on Friday 16th March at 9am GMT, shines a spotlight on the innovation, endurance and elemental nature of the sport, putting superfans at the visceral heart of the action, as though they are the ones battling it out from behind the wheel.
Inspired by the thrilling dance between chaos and control that draws fans to F1, the outtake is Engineered Insanity, the juxtaposition of two opposing forces which make Formula 1 unique; formidable engineering coupled with a no limits mindset.
Engineered Insanity, also the new tagline, forms the backbone of a multi-platform campaign that kicks off in Melbourne with high impact out-of-home advertising, featuring proximity in-airport and in-city posters, hand-painted murals and extending to extensive social and digital channels. It will then roll out to appear in key Grand Prix destinations in China, France, Germany, USA as the season unfolds.
The film’s stars were chosen for their indomitable love for the sport, but also represent the diversity of the Formula 1 fan base. The six fans were subjected to heat, wind and rain in a specially constructed wind tunnel, experiencing first-hand the heart stopping drama of the race.
As the season advances, a new master edit will be cut, documenting how the real action unfolds, and released following each Grand Prix.
Ellie Norman, Director of Marketing, Formula 1 said:
“We want to create a perceptible shift in how people perceive F1. This campaign switches the focus away from our own echo chamber, instead spotlighting why our fans love this sport. Our brief to Wieden+Kennedy London was to translate its raw, exhilarating thrill into something that will transcend its appeal across the entire spectrum of sports fans. Last season, we made a promise to our fans to bring them closer and to reshape the sport into something that resembles what they want to see, the gladiatorial conflict at its heart. Nothing we came up with creatively delivered this better than seeing it through the eyes of our most passionate fans. Across the next year and beyond, we will be creating further fan-centered activations at the races, at fan festivals and across F1 social platforms. Watch this space. We are here to excite."
The Fan First mentality doesn’t only extend to including fans in the film: they – are going to be actively engaged in the roll-out of the campaign as it gains momentum globally. This will start with the superfan stars being given the chance to tease the campaign first via their own social channels.
The visual language of the campaign will be put into the hands of the broader community of fans through a series of GIFs and interactive Insta stories that enable the viewer to unleash the campaign by tapping through the story.
Tony Davidson, Executive Creative Director at Wieden+Kennedy London said:
"We're proud to be helping to bring Formula 1's first ever global marketing campaign to life, with a creative which starts the exciting process of bringing fans even closer to the sport."