Learn More about Aston Martin Racing
Aston Martin Racing is the motorsports arm of the iconic British car manufacturer Aston Martin. It races in the FIA World Endurance Championship with its works team as well as supporting customer teams around the world.
How do you or your organization use social media? What makes your use unique?
Aston Martin Racing uses social media to take motorsport from the track into people's homes. The team takes part in famous races around the world including Le Mans 24 Hours, Daytona 24 Hours and Dubai 24 Hours, so its reach to fans is huge. Social media allows the team to touch all of them. It also uses social media to educate fans about endurance racing. It explains the rules and regulations and answers any questions that fans have. This allows existing fans to engage with debate while encouraging new fans to become involved in the world of sportscar racing. During races, the team keeps fans at home updated with minute-by-minute updates on Twitter, uploads cool photos to Instagram and shares bigger updates on Facebook. The team has no social media budget. Everything that it does has to be creative, using an iPhone, good ideas and a high level of fan engagement. It is unique because it engages with everyone to make sportcar racing as accessible as possible.