Marketing revs up ahead of F1 weekend

F1

Formula 1 drivers and fans are arriving in Austin for race weekend, as they do the stars are also representing their brands.

Drivers Romain Grosjean and David Valsecchi had an event at H-E-B at 1801 East 51st Street Wednesday.

The appearance was supposed to offer a chance for autographs, photos with the Lotus F1 show car and a raffle. It was part of the Clear Men Scalp Therapy event at the store.


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Driver Lewis Hamilton, last year’s winner at Circuit of the Americas had an appearance at a Puma event at a shoe store in the Barton Creek Square Mall.

Fans had a chance to get autographs and race in a video game simulation at the Hamilton appearance.

“[Races are] on TV every two weeks, you know, so it’s the perfect platform for advertising for companies,” said Hamilton.
Wayne Hoyer, the department chair for marketing at the University of Texas says consumers like familiar brands. So, that exposure comes with a big price tag.
“If you’re actually watching the race, how many times do you see that brand name during the race? Every time he comes around the track, you get another exposure to that brand name,” Hoyer said.

 

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