Rain Doesn't Dampen Detroit Grand Prix Social Media Channels
By Edward Cardenas
DETROIT (CBS Detroit) - The Chevrolet Detroit Belle Isle Grand Prix Twitter, Facebook, Instagram and YouTube channels became an interactive source news, photos and updates for race fans during the weekend, especially during Sunday's rain storm.
The Twitter feed, which has nearly 7,400 followers, provided updates on racing schedules, live Periscope videos, videos and photos throughout the event.
But on a rainy Sunday morning, just days after the first Chevrolet Dual in Detroit presented by Quicken Loans race was called early due lightning, the Twitter feed celebrated the weather and encouraged fans to come to the race.
Today's DetroitGP races still planned to go on as scheduled, weather permitting. If you're joining us today, bundle up & grab that umbrella!
— Detroit Grand Prix (@detroitgp) May 31, 2015
Shout out to all of the @detroitgp volunteers this weekend. They are always so cheerful even when the weather is poor! #DetroitGP #indycar
— Dale Coyne Racing (@DaleCoyneRacing) May 31, 2015
A #Ponchoswag hashtag was also launched for followers to show how they wore rain gear.
Who wore it best: poncho edition.
— Detroit Grand Prix (@detroitgp) May 31, 2015
Favorites = votes.#DetroitGP #IndyCar #PonchoSwag #BelleIsle pic.twitter.com/bmlo81xeoq
If this kid can brave the rain, you probably can too. #DetroitGP pic.twitter.com/EiyUN6Te8d
— Detroit Grand Prix (@detroitgp) May 31, 2015
#PonchoSwag at #DetroitGP. ???? pic.twitter.com/C6wnXoE7sW
— Detroit Grand Prix (@detroitgp) May 31, 2015
The Grand Prix's social media team was augmented by 18 Wayne State communication students who worked with marketing agency OTTO Detroit and Franco Public Relations Group to create, publish and manage the social media content for the Grand Prix social channels, including Facebook, Twitter, Instagram and YouTube.
"When it rained on Sunday, the social channels have grown so large that we needed really great moderation to answer all of the question that everybody had," said Mark Russell, head of social marketing for the Chevrolet Detroit Belle Isle Grand Prix. "We were able to respond and get back to everybody and answer their questions. We really wanted fans to know it was still going to be a great day."
Under the direction of Franco Public Relations digital marketing specialist Alex Fulbright, the Grand Prix social media team became more responsive to questions posed on social media. She also created the #Ponchoswag hashtag and who wore it best? features.
These efforts paid off, with the Grand Prix social media channels having 138 million impression Friday through Sunday and a 1,000 new followers sign up. Last year there was 97 million impressions and 150 new followers.
"The year-over-year growth has been incredible," said Russell. "Fans are starting to rely on these social channel to get information."