Digital Media Cafe Blog Week Seven – David Granger
December 18, 2013
Back In The USA
We start this week with a look at how one digital and social initiative by fans actually brought a sport back to life in America.
There were several historical reasons why F1 hadn’t found a secure home in the US. The disastrous 2005 race when only a handful of cars competed, the intense fanbase for domestic motorsport and Will Ferrell’s Talladega Nights: The Ballad of Ricky Bobby did F1’s reputation no good whatsoever Stateside. So Austin was always going to be a weird choice to host the Grand Prix. The Texan state capital was more famous for blues bars, tech companies, film conventions and barbecues than motorsport.
But the Circuit of the Americas and, perhaps more pertinently The Austin Grand Prix really galvanized sports fans. The latter lead, engaged and informed from an early stage in the circuit’s construction to ensure the inaugural race was taken to the city’s and the country’s heart.
The Austin Grand Prix organisation is not affiliated to F1, FOM or even the Circuit of the Americas, but they did, as their mission statement declares “…bridge the gap between Austinites and Formula 1 Fans worldwide to welcome the Formula 1 United States Grand Prix.” It was a tough job, but the clever thing was they used all the social channels available – nine to be precise. And each complimented the other, showing progress and keeping fans in touch with what was going on – it was a massive drumming up of support and used the social arsenal in the most effective manner: know your audience, have a strategy, execute it efficiently, grow your online fanbase then give them added offline value. And this was even before the first tarmac had been poured.
Clearly the success of the race though wasn’t solely down to a smart social campaign there is the Motorsport Business Symposium, fan interaction on a daily basis, events in the city and fundraising for local charities. But all are given added value by those social conversations.
And it’s no annual spike – the Circuit of the Americas and The Austin Grand Prix have both steadily posted content over the last 18 months to ensure the momentum is built upon.
Check out The Austin Grand Prix social channels here: www.theaustingrandprix.com
Selfie of the year
According to the Oxford English Dictionary, the word of the year is selfie. And to demonstrate just how close we monitor the zeitgeist, we bring you the sporting selfie of the year. Taken by a fan, Kayleigh Hill as she ran across the pitch during a college world series baseball game game, it takes the I-was-there social proposition to a new level. Not that it amused the stewards…
Top Twitter Trends of 2013
And while we’re reviewing the year, it was interesting to note that eight of the top Twitter trends in the UK this year were sports-related.
According to a report by the UK Sports Network the lack of a central focus in UK sport in 2013 meant a diverse field – but dominated by football.
The biggest trending event was Manchester United being beaten by Real Madrid in the UEFA Champions League, while other topics topics were Andy Murray’s Wimbeldon win, Wigan winning the FA Cup and cricket saying farewell to Sachin Tendulka.
The non-sporting events of the year – just in case you are interested – were New Year’s Eve and, er… Mumford and Sons at the Glastonbury Festival.
Showing Some Aussie Grit
One athlete who was an early adopter of social media and has used it to good effect both personally and professionally is Porsche’s Le Mans driver Mark Webber. While he was still at Red Bull Racing he took to Twitter and Facebook and managed to cut through the occasionally sanitized world of F1 to inject personality, humour and opinion into proceedings. It helps of course that he’s a passionate Austrtalian, a sports fan and does some more philanthropic activities away from the track, not least his Tasmanian Challenge which pits athletes and weekend warriors against the elements and all in aid of good causes. Check out @AussiGrit and facebook.com/aussiegrit for more.
On behalf of the iSportconnect Digital Café, have a great Christmas and a successful, prosperous 2014. And if there’s anything you’d like us to feature in the new year, let us know.
