Roush Fenway Reaching Fans Via Twitter

Concord, N.C. (July 14, 2010) – Social media is undoubtedly changing the digital landscape and having a significant impact on the corporate suite.  Brands are continuing to look for ways to engage customers via Facebook, Twitter, YouTube and LinkedIn among other new media outlets, and Roush Fenway Racing is no different.

With an estimated 18 million Twitter users (estimated to grow to 26 million in 2010), Roush Fenway has embraced this platform by using 16 different handles between their drivers, account management and corporate communications staff.  In total, Roush Fenway reaches over 65,000 influencers on Twitter through their accounts. 

“By being so active in social media, Roush Fenway can speak directly to its fans – and help gain new ones through using a personal touch,” said Jeff Gluck, senior motorsports editor for SBNation.com. 

The team members frequently participate in Tweetups (a face-to-face meeting of Twitter users) at the track and recently hosted their first Tweetup at the Roush Fenway headquarters during Fan Appreciation Day.  The Tweetup was attended by 37 influential fans with a direct reach of over 20,000 people.  During a race weekend, Twitter is used as a way to keep media, sponsors and fans updated on each team’s progress throughout the weekend in addition to talking about sponsor promotions, products and services.

“Anyone who attended Roush Fenway’s recent Tweetup (where fans were showered with prizes and gained special access to the drivers) could see a renewed loyalty from the team's longtime fans and a fresh interest from fans who may have cheered for other teams.”  Gluck continued, “And in a changing world where that personal touch is becoming more important than ever, the value of Roush Fenway's efforts should pay big dividends.”

Colin Braun, in conjunction with Con-way Freight, hosted his first Tweetup at Chicagoland which was a huge success.  Braun and Con-way told Tweeps (Twitter followers) about the Tweetup weeks in advance then asked a trivia question and prompted them to meet Braun at a specified location on track property with the answer.  The winner received hospitality passes for the Nationwide race at Chicagoland and a behind-the-scenes tour compliments of Con-way Freight.

"The Tweetup we held at Chicagoland Speedway was a lot of fun for me,” said Braun.  “It was a way that we could engage the fans using Twitter and just get up close and personal with them.  Con-way Freight did an awesome job of putting it together.  The looks on the winners faces where priceless when they learned they would get to come in and watch the race from pit road.  I hope it's something that we can do more throughout the rest of the season."

As the media landscape changes, so will Roush Fenway Racing.  Twitter is a great way for the team and its drivers and sponsors to reach fans and engage them in an even more authentic experience.  Look for more Tweetups and promotional opportunities via all the Roush Fenway Twitter accounts at:

Sprint Cup Series
David Ragan
@PR6UPSteam
@David_Ragan

Greg Biffle
@163MTEAM
@gbiffle

Matt Kenseth
@PR17CrownRoyal

Carl Edwards
@99_AflacRacing
@mark60team
@60Randy99

Nationwide Series
Ricky Stenhouse Jr.
@PR6CitiFi
@Stenhousejr

Colin Braun
@PR16Conway
@colinbraun

Paul Menard
@98PRMenards

Brian Ickler
@BrianIckler

Roush Fenway Racing
@roushfenway
@PRKevinRFR
@Sherisracin

About Roush Fenway Racing
Roush Fenway Racing is NASCAR’s largest team operating eight motorsports teams.  Four in the NASCAR Sprint Cup Series with drivers Matt Kenseth, Greg Biffle, Carl Edwards and David Ragan; and four in the Nationwide Series with Edwards, Ricky Stenhouse, Jr., Colin Braun, Brian Ickler, and Paul Menard.  For more information on any of the Roush Fenway Racing teams, log onto www.RoushFenway.com.  Become a fan of Roush Fenway Racing on Facebook by going to http://www.facebook.com/roushfenway and follow us on Twitter @roushfenway.  For sponsorship inquiries please contact Robin Johnson at 704.720.4645.

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