Live Social Media Newsroom to build supporter base and enhance fan experience
- 70 million overall impressions achieved and all questions posed by fans and followers answered within approximately 8.5 minutes
Clipsal 500 Adelaide is a key fixture on South Australia’s sporting calendar and an event that attracts thousands of tourists and motoring enthusiasts from around the world to the state’s capital each year.
In 2015, PPR was appointed to deliver a digital media strategy to build on the race’s connection with its target audience.
In partnership with race organisers, our team recognised the opportunity to build the Clipsal 500 supporter base and attract new attendees to the event by offering a range of truly interactive platforms through which dialogue with fans could take place.
More than 10 public relations professionals and content producers from across our network converged on Adelaide for the 26 February-1 March event. Together, our team comprised a communications workforce focused solely on building the race’s engagement with its audience.
Our approach aided Clipsal 500 in reaching 3.61 million people via its Facebook page, tweeting every 75 seconds across the race weekend, and securing 16,637 individual engagements on Instagram.
The digital campaign devised by our team was applauded by our client – in particular with regard to its impact on customer service. Resulting in 70 million overall impressions, the strategy enabled Clipsal 500 to address and answer all questions posed by fans and followers within approximately 8.5 minutes, demonstrating the event’s commitment to its market.