Click on an item about Tony Kanaan at the new-look IndyCar.com and users will find more than a story about the Brazilian driver. They’ll also find links to Kanaan’s Twitter posts, a bio page with videos and photos, and Kanaan’s team page at Andretti Autosport.
It’s all part of a redesigned IndyCar.com that launched last week prior to Sunday’s season-opener in Brazil with a heavier emphasis on social media, video and connecting the sites where the fans of the sport roam.
Charlotte-based Racersites came up with a design that is easier to navigate and increases the front-page presence of series partners and drivers. IndyCar had managed the site in-house.
The site includes a heavier video emphasis.
There’s also an effort to connect the sites that feature IndyCar content. Bloggers from other sites are featured in one section of the front page, while IndyCar-related Twitter and YouTube posts will be linked from the site.
“Social networking is all the rage these days and that’s a focus for IndyCar,” said Kevin Hofer, Racersites’ director of client operations. “We’ve got a presence on YouTube, we’ve got a presence on Flickr. We’ll continue using those platforms and others to broaden the reach of the series.”
In his two weeks on the job, new Indy Racing League CEO Randy Bernard has expressed a desire to increase the profile of the drivers, and that falls in line with the site’s emphasis on drivers and the points standings across the top of the front page.
The profile of the series sponsors will improve, as well, with a presence on each drop-down tab for partners such as Versus, Peak, Firestone, Honda and, of course, title sponsor Izod.
On race day, the site’s background will turn green to indicate that the race has started.
