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Simply
Put
The Danica Factor
By Ed Armstrong
President,
Armstrong Analytics
A friend who’s a fanatic about Formula One Racing once explained the sport’s
incredible complexity to me with one sentence. “Go fast, turn left.”
I read that to mean that after all the gadgets, gizmos and aerodynamic designs
are in place, it’s all about execution. The Indy Racing League, or IRL,
knows how to apply the principle of perfect execution off the track as well.
Their use of free or “earned media” to publicize their marquee event,
the Indianapolis 500, is arguably the public relations story of the year. And
I have the stats to prove it.
A 5-2, 100 Pound Publicity Machine
Meet Danica Patrick. She is a publicist’s dream. Twenty-three years old,
smart as a whip, gregarious, beautiful, and, by the way, a championship-caliber
Formula One race car driver.
Danica proved her mettle by finishing fourth in this year’s Indy 500, she’s
no fluke. She can literally compete with and defeat the big-boys. The IRL deserves
great credit for realizing her potential as an ambassador for a sport that has
seen its cache on the decline for decades.
The Danica-based media campaign launched by the IRL the week before the Indy
500 befitted a presidential campaign. Featuring Danica as their glib and photogenic
spokeswoman, the IRL reinvented and reintroduced open-wheel racing to America.
Their execution was flawless and the results speak for themselves.
Buzz Builds Buzz
Through aggressive use of what is known as “earned media,” the IRL
organized a major media blitz in the days leading up to the race. Let’s
be clear. This was no accident; it was carefully planned and flawlessly executed.
Their strategy was to leverage the stereotype-shattering Danica as the news-hook,
and let her deliver what amounted to this message: “I’m cool, this
stuff is cool, and you ought to watch.”
The IRL’s tactics brilliantly supported their strategy.
• The media were contacted en masse. The
pitch was Danica, a genuinely fascinating story offered at precisely the time
the media are looking for extra fill material going into a holiday weekend.
• Danica’s schedule was carefully managed.
Most interviews were conducted from a single studio via satellite, one after
another. She conducted more than 70 in this highly efficient manner.
• The print media were flooded with publicity materials and major
publications were given both interviews and access for their photographers (undoubtedly
in exchange for a promise of prominent placement, i.e. the cover).
Once Danica’s face was seen and story was told dozens of times on national
cable outlets, the buzz began. She became the topic of radio chatter. Sportscasts
that had all but ignored the Indy 500 in years past suddenly started making a
big deal about pre-race preparations. Ordinary citizens talked about her at the
kitchen table and water cooler.
Results?
It is important to note that national media blitzes are generally supported by
costly advertising campaigns. For example, when a blockbuster movie is about
to debut, the film’s stars show up on Leno at the same time ads are running
on prime time television.
The Indy 500 had no such advertising. Just Danica and the free media. And the
results were astounding. Beyond the 70 TV interviews, which ran again and again
on most outlets, TV Guide, People, Us, Time, Newsweek and Glamour did feature
articles.
Perhaps the most significant bell weather in all of sport is the cover of Sports
Illustrated. And this year, for the first time in 24 years, it was graced with
the image of an Indy 500 racer. You guessed it, Danica.
Most importantly, the race’s television viewership was up 40 percent over
a year ago, an amazing two full ratings points! Given each point is roughly 1.1
million households, that means 2.2 million more TVs tuned to the race this year
than last. It’s a safe bet that the myriad advertisers that bought commercials
and paid for logo placement on both car and driver were ecstatic.
We’ll call that the “Danica
factor.”
Learn more about Armstrong Analytics
strategic communications services.
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