IndyCar: 2015 "Rivals" campaign to highlight "culture of speed"

IndyCar launched the second year of its "Rivals" advertising campaign on Wednesday with the debut of a new TV commercial (scroll down to view). IndyCar says it will utilize platforms in TV, print, radio and digital media "to expand the reach and appeal of the Verizon IndyCar Series and connect its drivers to the sport's culture of speed, daring and celebrity."

The campaign, developed in cooperation with thee series' partners at Johnson & Wolverton, will build on the digital advertising campaign developed last season in partnership with Nielsen and Rocket Fuel. IndyCar credited those efforts with increasing TV viewership, which it says improved by more than 20 percent among those who were exposed to the campaign. Nielsen and Rocket Fuel have leveraged viewership data to assist the sanctioning body in targeting those households most likely to tune in each weekend.

"IndyCar experienced a substantial step forward in 2014 across many of its marketing and communications platforms," said company CMO C.J. O'Donnell, who enters his second year with IndyCar and the Indianapolis Motor Speedway. "The 'Rivals' campaign was a successful first step in the evolution of the IndyCar brand and it clearly resonated with a passionate Verizon IndyCar Series audience. Our efforts to thrill our fans and champion our heroes will continue this year as we continue to highlight the speed and innovation that is inherent in our sport."