Indianapolis 500
Get yourself some tickets to the Indy 500 and see some of the fastest racing in-person. Otherwise, get your friends together and watch the broadcast.
Activate around the Indy 500 as a premium motorsports and lifestyle event to drive ticket sales, hospitality packages, automotive partnerships, and branded experiences during May's marquee racing weekend.
- Behind-the-wheel innovation: showcase automotive evolution from 1911 to today's Indy 500 cars
- VIP experience storytelling: highlight 500 Festival events, Off the Grid parties, and porch-party community traditions
- Tradition meets modernity: milk toast winner's ritual + virtual viewing options for remote fans
- Heritage museum tours and educational family programs as engagement drivers
Campaign ideas8
- Sponsor a 'Speed Reflex Challenge' fan activation on-track where attendees test reflexes against drivers—perfect for F&B, automotive, and tech brands.
- Partner with a driver (especially an underrepresented demographic) to tell a personal story around your product—amplify across social, in-car camera, and suit branding.
- Create a multi-city drone show or large-scale spectacle on race weekend in downtown Indianapolis—drives social buzz, earned media, and brand awareness beyond the track.
- Launch a humorous/culture-fluent brand stunt tied to the race theme (inspired by Oscar Mayer's Wienermobile takeover)—think category-twisting, visually shareable, TikTok-ready.
- Build an 'Indy 500 Festival' pop-up activation around the broader Month of May festival season—50+ community events = extended touchpoints beyond race day.
- Deploy interactive Roblox and Snapchat experiences tied to race day; layer in sweepstakes, loyalty program rewards, and live-streamed race coverage from brand Twitch channel.
- Secure trackside hospitality + VIP pit tours for high-value customers; combine with exclusive branded merchandise and winner celebration moments in victory lane.
- Run a sustainability/innovation campaign tying product benefits to the race's hybrid fuel initiative—e.g., Shell's 60% emissions reduction story integrated into broadcast storytelling.
Social angles6
- Behind-the-scenes driver prep content, helmet/suit branding reveals, pit crew features – humanizes speed and builds parasocial loyalty. #Indy500 #MotorsportsMarketing
- Post driver quotes + POV video during race; lean into high-stakes moments, close calls, last-lap drama. Frame brand as enabler of greatness. #500Miles #RaceDay
- Celebrate female drivers, inclusivity milestones, and underrepresented voices in motorsports—tie brand values to breaking barriers. #InclusivenessInRacing #WomenInMotorsports
- User-generated content: fans sharing activation photos, reflex challenge scores, victory lane moments—tag fan accounts, repost, amplify organic reach. #Indy500Fan #RaceFam
- Countdown posts, event day live updates, post-race analysis tied to brand sponsorship—keep conversation alive across qualifying, race, podium, milk tradition. #Indy500 #MayMadness
- Partnered creator/influencer takeovers: let TikTok/Instagram creators narrate the chaos, confuse, emotional swings of race day from their POV. #InfluencerLife #Indy500
Ad copy starters5
“350,000 live. 7 million watching. One moment. Be there. [Brand] at the Indy 500.”
“Speed demands precision. So does [Brand]. Experience the greatest spectacle in racing.”
“From pit stop to podium: [Brand] fuels the drive. Join us at the Indy 500.”
“It takes 200 mph reflexes to win. What does your [product] take? Race day is May [date].”
“Tradition. Innovation. Power. The Indy 500 and [Brand]—built for legendary moments.”
Tips4
- DO: Lean into storytelling & underrepresented voices (female drivers, sustainability, diversity). Avoid generic logo-slapping. Audiences respond to mission-driven, culture-fluent activations that go beyond the track.
- DON'T: Underestimate the Month of May festival—50+ community events, parades, qualifying, race week. Plan a sustained campaign across the full month, not just race day itself.
- DO: Combine on-site experiential with digital/social amplification. The 350K live fans are creators—capture UGC, enable social sharing, livestream to the 7M+ at-home viewers.
- DON'T: Forget the Memorial Day angle. The Indy 500 lands on Memorial Day weekend; honor patriotism, military gratitude, and the 'start of summer' cultural moment—don't overshadow it with pure commerce.
Born out of a dream to create a testing ground for the burgeoning automobile industry, the Indianapolis Motor Speedway was constructed in 1909. Its transformation from a gravel-and-tar track to the iconic “Brickyard” paved the way for the inaugural race in 1911, won by Ray Harroun.
From its early days, the Indy 500 was more than just a race. Many perceived it as a test of endurance and innovation.
Harroun’s victory, achieved with an average speed of 74.6 mph, set the stage for a century of automotive evolution. Over the years, the race has seen the transition from front-engine cars to more aerodynamic and faster rear-engine models, a change that significantly altered the competition’s landscape.
Beyond the track, the Indy 500 has grown into a cultural event, marked by pre-race traditions like the singing of “Back Home Again in Indiana” and the victory bottle of milk.
The establishment of the Indy 500 Festival in the 1950s added parades, concerts, and community events to the celebration, embedding the race further into America’s cultural fabric.
The race’s impact extends beyond the roar of engines and the cheers of the crowd. It’s a testament to human ingenuity and the relentless pursuit of speed. The Indy 500 has endured through times of peace and conflict, reflecting the resilience and spirit of its competitors and fans alike.
From its inception to the modern era of racing, the Indy 500 remains a symbol of excellence. It is meeting point for the world’s best drivers, and a showcase for the latest in automotive technology and innovation.
Dive Into History
Before the race, explore the rich heritage of the Indy 500 at the IMS Museum. You’ll get to see legendary cars and learn about the race’s evolution.
Experience the 500 Festival
Participate in the array of events leading up to race day. These range from the community-focused 500 Festival to the glamorous Off the Grid party. It is a popular event that offers a night of nonstop entertainment and a chance to mingle with celebrities.
Join a Porch Party
Embrace the community spirit by hosting or joining a porch party. It’s a great way to enjoy the race with neighbors and friends.
Run in the Mini-Marathon
For active enthusiasts, joining the Mini-Marathon or other related running events can be a spirited way to celebrate the month of May.
Virtual Celebrations
If you can’t be there in person, engage in virtual activities that are offered by the Indianapolis Motor Speedway. From historical broadcasts to interactive content, there’s something for everyone!
Milk Toast
Honor the winner’s tradition from your home by having a glass of milk ready to toast the victor of the race.
Educational Programs
For families, participating in educational and kids’ fit programs offered by the 500 Festival can be both fun and informative. Each of these activities offers a unique way to immerse yourself in the excitement and tradition of the Indianapolis 500. Whether you’re a long-time fan or new to the racing world, there’s a way for everyone to celebrate the “Greatest Spectacle in Racing.”