Verizon Wireless needed an integrated and creative way to reach fans as both the title sponsor of the Verizon IndyCar series and a partner of Team Penske.
As part of its title sponsorship of the IndyCar Series, Verizon Wireless sought to create an active dialogue with IndyCar fans to generate meaningful engagements.
To reinforce Verizon’s brand benefit of providing unparalleled access, JMI created an integrated communications platform to provide fans with exclusive content and behind-the-scenes access that you can’t receive through any other media outlet.
Through the @PaddockInsider account Verizon reached more than 6.3m people and achieved a 3% engagement rate, well above the 1% industry benchmark. Through the @VerizonNews account, the racing-related posts earned more than 31 million impressions, helping drive 132,000 app installations in the year. On Instagram, JMI helped Verizon achieve 44% organic follower growth.