At INDYCAR, the annual spectacle of the Indianapolis 500, the largest single-day sporting event in the world, draws a crowd of 330,000 people. The thrill of 33 cars rushing at speeds exceeding 230 MPH and the electric atmosphere of the event creates an unrivalled sporting experience.

The Challenge 🏎️

The social and creative teams at both INDYCAR and the Indianapolis Motor Speedway are instrumental in transforming this live energy into engaging online content for millions of fans around the world. Managing multiple channels, such as NTT INDYCAR SERIES (@indycar), Indianapolis Motor Speedway (@indianapolismotorspeedway), Indy 500 Snake Pit (@snakepit), and others, their goal is to create a consistent, branded experience across all platforms.

"In the fast-paced environment of the Indianapolis 500, we are constantly looking for ways to efficiently deliver engaging, branded content to our fans in real time. This requires a tool that can keep up with us and help us stay ahead," explained Mackenzie Williams, INDYCAR Senior Director of Marketing.

The Solution: Implementing Slate 🙌

To meet this challenge, INDYCAR and the Indianapolis Motor Speedway turned to Slate, a content creation platform known for its ability to generate high-quality, branded content on the fly. Implementing Slate across their various channels gave the teams the freedom and flexibility they needed to deliver real-time content from anywhere on the track.

"Slate has proven to be an invaluable tool for our teams. It's allowed us to save significant time and resources by templatizing assets, which means our social team can focus on capturing the most thrilling moments of the race and delivering them directly to our fans," Williams added.

Results: Quality, Quantity, and Increased Engagement 📈

Implementing Slate has helped INDYCAR and the Indianapolis Motor Speedway increase both the quality and quantity of their posts, resulting in a richer, more engaging brand experience for fans.

Key results included:

1. Increased Content Volume: With Slate, INDYCAR and the Indianapolis Motor Speedway significantly increased the number of posts across all channels, providing fans with a more immersive experience of the event.

2. Consistent Branding: Slate allowed the teams to deliver a consistent look and feel across all their content, reinforcing the INDYCAR and Indianapolis Motor Speedway brands and establishing a more coherent and premium brand experience.

3. Engagement with Fans: Slate facilitated the creation of diverse on-track and off-track content, resulting in deeper engagement with the fans.

4. Time-Efficiency: By utilizing Slate's transcription tool, the team was able to quickly overlay videos with auto-generated captions in a branded font, saving a tremendous amount of time and catering to users who consume content with their volume off.

"One of our favorite features is the Transcription tool. The ability to overlay our videos with auto-generated captions in a branded font saves a tremendous amount of time and helps us engage with users that consume content with their volume off," shared Williams.

— Mackenzie Williams, INDYCAR Senior Director of Marketing.

INDYCAR's and Indianapolis Motor Speedway's Success with Slate 🤝

Slate's impact on INDYCAR's and Indianapolis Motor Speedway's social content strategy has been transformative. The platform has not only saved the teams multiple days' worth of work but also significantly enhanced the quality and consistency of their content.

"Slate was a critical piece of our social success throughout the Month of May. It was a phenomenal asset to have and will continue to be leveraged across the INDYCAR and Indianapolis Motor Speedway accounts," Williams concluded.

In summary, the partnership between INDYCAR, the Indianapolis Motor Speedway, and Slate provides a shining example of how the right tools can empower creative and social teams to deliver engaging, high-quality content and drive increased engagement with their fans.

Streamlining Content Creation with Slate

Creating branded content has never been easier with Slate’s powerful content creation tool — and that’s why so many sports social media professionals lean on us for all their social media marketing needs. The Slate app allows for social media content to be created with ease in new and exciting ways. Ready to take a look! Book a demo today.