SBJ/January 30-February 5, 2012/Leagues and Governing Bodies

IndyCar begins work on website changes

After several years of sharing digital staff with Indianapolis Motor Speedway, the IndyCar Series is building out a staff of its own and beginning to revamp its website.

The sanctioning body hired the digital marketing agency Terralever to redevelop its website. The agency, which is based in Phoenix, worked on websites for Red Bull’s NASCAR team and Goodyear’s blimp. It will replace IndyCar’s current digital agency, Racersites.

Kasey Coler, director of IndyCar marketing, said the change will give the series more control over the look and feel of its website. Racersites typically charged the series for any changes it made.

“We wanted flexibility,” Coler said. “This will have full social integration. We’re looking to have a lot of things that are automated. This system will have everything fully integrated so that when someone updates something on the Web, it’s pushed out socially as well.”

Coler said the look and feel of the series’ website will be changing. The series is still in the process of determining how.

Another change will be the sponsor integration. The new site will still have banner ads, but Coler said IndyCar plans to integrate partners into content it offers online more than it has in the past.

In addition to hiring Terralever, IndyCar is in the process of hiring a Web developer. The developer will work at IndyCar and have a team of two to three colleagues working on the series’ website.

“We’d like to continue to add positions, but right now we’re lean and mean,” Coler said.

Verizon will continue to manage IndyCar’s mobile offerings. The company is expected to debut an IndyCar mobile app in March, Coler said.

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