WELCOME TO THE LATEST EDITION OF REFUEL,JMI’s quarterly e-newsletter that delves into the world of motorsports marketing, uncovers highlights of our client activity, and showcases major moments in our industry over the past three months.

As we move towards the second half of 2013, we look back on an exciting first six months for both global motorsports and for JMI. Formula One™ has continued to be a dominant global force for commercial opportunity and fan popularity. Honda’s announcement that it will return to the sport in 2015 demonstrates a changing vision for the series and suggests that the future is extremely promising.

NASCAR has delivered exciting results with an increase in the number of Fortune 500 companies investing in the sport for the second consecutive year. Now, almost a quarter of all Fortune 500 companies and brands choose to market through NASCAR. In addition to attracting sponsorship, the series has continued to build on the strong TV ratings from the season opener in Daytona, providing a good footing for an even better lead up to the Chase for the 2013 NASCAR Sprint Cup.

In this edition we see a range of perspectives from JMIers, senior industry experts and top journalists combined with great imagery and video content to provide a digest of the motorsports marketing environment in 2013. We hope that you enjoy the latest edition of REFUEL.

Cheers.

Zak Brown, Founder & CEO

CONTENTS

03

05

07

11

13

17

19

23

25

News

NASCAR tunes up

Castrol

Forecast F1®

Crown Royal

Taking stock

Farmers Insurance

On the F1® road

GSK

Social motorsport

Social media horsepower

Johnnie Walker

Mazda

Subway

UBS

Unilever

UPS

Verizon

27

29

31

35

37

41

43

47

49

3

The second quarter of the year is both a busy and exciting one for JMI, as the final weekend of May brings three of the biggest events in global motorsports; the Monaco Formula One™ Grand Prix, the Indianapolis 500 and the Coca-Cola 600 in Charlotte. For JMIers it represents a ‘mega-weekend’ where major events in F1®, IndyCar and NASCAR run simultaneously, with the various JMI teams in the Americas and International regions at maximum revs with a plethora of event hospitality, experiential, social media and communications activations.

The FORMULA 1™ GRAND PRIX DE MONACO 2013 is traditionally seen as the jewel in the crown of F1®. A fixture on the F1 calendar for generations, this year’s grand prix delivered the prestige, glamour and spectacle that the race has become synonymous with.

The 600-mile event at Charlotte Motor Speedway is the season’s most gruelling test of a NASCAR driver’s focus as it crosses from daylight, to dusk, to night time. The 2013 running of the race proved to be a truly memorable event featuring red flags, cautions, flaring tempers and great racing.

Held annually for nearly 100 years, the Indianapolis 500 is the marquee event of the IZOD INDYCAR Series. Veteran Brazilian driver, Tony Kanaan proved to be a popular Indianapolis 500 Champion as he competed in his 11th Indy 500 event.

MONACO

ChArlOtte

INdy 500

Johnnie Walker and JMI have produced a brand new Step Inside the Circuit™ film looking at the Monaco Grand Prix. The film takes viewers behind-the-scenes on a recent Johnnie Walker film shoot with Jenson Button and gives a unique insight into the world’s most glamorous sport.

In May, guests from the computer software company, McAfee, were hosted by our JMI Executive Drive Team at the Autobahn Country Club race track in Joliet, Illinois. With an Audi R8, a Lamborghini Gallardo, a Ferrari F430 and a BMW M3 to play with, McAfee guests got to drive some of the world’s greatest supercars.

In the lead up to the Indianapolis 500, JMI client Verizon worked with driver Will Power and the ESPN network to deliver three segments for the television series Sport Science. The first of the three explored the science and engineering that underlies an IndyCar pit stop.

JOhNNIe WAlker Step INSIde MONACO

McAfee exeC drIve

verIzON

WITHLARRY McREYNOLDSFOX SPORTS & TNT RACE ANALYST

5

WITHLARRY McREYNOLDSFOX SPORTS & TNT RACE ANALYST

the dAytONA 500 SAW A JuMp up IN tv rAtINgS tO 9.9 thIS yeAr deMONStrAtINg thAt NASCAr rAtINgS Are ON the rISe. Why dO yOu thINk MOre peOple Are tuNINg IN thIS yeAr?

The jump in ratings started before we ever arrived at Daytona in February this year, and I think that is the result of the Generation 6 racecar and the differentiation between manufacturers. That created huge excitement among the fans and everybody involved in the sport both internally and externally.

Another reason is Danica Patrick. She is a successful female in a man’s sport and she has brought a lot of attention to NASCAR. Not only has she brought fans from open wheel motorsports she has also gained the attention of more female viewers. Then to add to the excitement around her she goes and takes pole position for the biggest race of the season.

Finally, I believe we have seen social media have an influence on our sport as it has become something bigger than I certainly imagined. When Denny Hamlin got into a Twitter war with Joey Logano and the battle continued on track at Bristol, it brought another level of interest and storytelling.

thIS SeASON there hAS beeN AN ArrAy Of brOAdCASt IMprOveMeNtS. WhAt dO yOu thINk hAS brOught the bIggeSt IMprOveMeNt IN tv brOAdCAStINg?

WIth All the IMprOveMeNtS IN hOW the ACtION IS brOAdCASt Over tv ANd WIth StepS fOrWArd IN fANS hOMe eNtertAINMeNt SySteMS, dO yOu thINk there WIll be A deCreASe IN the NuMber Of fANS At the trACk?

Fox is now in its 13th year of broadcasting NASCAR, and throughout that time our philosophy has been to keep progressing with small improvements. We don’t want to reinvent it every season, and that’s the feedback we get from the fans in terms of what they want to see.

What the new broadcasting tools like the gyroscopic camera bring to our coverage is a greater experience for the viewer. They are now able to get more of an idea of what it is like to be in these NASCAR Generation 6 racecars, much more so than with the previous fixed in-car camera.

What I can relate that to is what I’ve seen this year. At both Auto Club Speedway and the Charlotte All-Star Race the stands were as full as I’ve seen in years. A lot of our tracks have been over-built so getting 90,000 fans at a race is fantastic even if there are 20,000 empty seats.

I do believe that if we are to keep attracting fans to the race track the races need to be kept in that 3 to 3½ hour bracket. Aside from the traditional events like the Coca-Cola 600 and the Southern 500, that is the amount of time that you are going to be able to maintain a fan’s attention.

The Castrol EDGE Lamborghini Experience, organized by JMI, offered client guests a once in a lifetime opportunity to enter the world of Lamborghini.

Integrated with Castrol’s Lamborghini Super Trofeo sponsorship, product brand and technical story, the program gave more than 70 customers, consumers and media from across Asia and the Pacific the chance to get up close and personal with Lamborghini and its amazing cars. Castrol’s work with Lamborghini delivers credibility to the Castrol EDGE brand, illustrating the products’ technical capabilities by being the engine oil of choice for the illustrious car company and race team.

The highlight of the three-day schedule, held in the Bologna region of Italy, was the opportunity to drive a number of Lamborghini supercars on the world-renowned Imola Circuit. The program also featured visits to the Lamborghini factory and museum, and a tour of the carbon fiber facility.

The event was a unique way to highlight Castrol’s OEM agreement with the Volkswagen Group, the sponsorship of the Lamborghini Super Trofeo series and the fact that every Lamborghini is born with Castrol EDGE inside.

CAStrOl

7

March’s SUBWAY-entitled Fresh Fit 500 was the end of a 70-race winless streak for brand ambassador, Carl Edwards, who took the SUBWAY Ford Fusion to Victory Lane.

Commercial AdvisorMERCEDES AMG PETRONAS

the 2014 teChNICAl rule ChANge AppeArS tO be hAvINg AN effeCt AlreAdy AS hONdA WIll be returNINg IN 2015. Are We gOINg tO See MOre MANufACturerS IN fOrMulA ONe™ NOW thAt the SpOrt IS beCOMINg MOre relevANt?

Formula One™ is one of the biggest platforms in the world for a brand to improve its awareness or to demonstrate how technologically advanced it is. For a car manufacturer or a big global company, aside from the Soccer World Cup or the Olympic Games, which only take place every four years, F1® is one of the few global sports. The opportunity for a brand is that you can engage your local markets twenty times in different locations. F1 has a significant advantage versus other sports.

The brand positioning of F1 is to be the pinnacle of automotive technology, but at the same time it is important to be relevant. The feeling in F1 was that continuing to race with a V8 engine of 2.4 liter displacement was becoming increasingly irrelevant as small displacement cars with fewer cylinders account for the majority of global car sales. The move to the 1.6 liter, V6 turbo is much more akin to what the car manufacturers sell. I think that certainly has had an effect on car companies like Honda and I would expect to see brands from Asia, especially Korea, being attracted to F1 as their brands evolve.

WhAt’S the IMpOrtANCe Of hAvINg MANufACturerS lIke hONdA INtereSted IN f1?

Car manufacturers give F1 a lot of credibility and they attract other sponsors into the sport. The beauty of having a brand like Mercedes involved is that as a prestigious, large automotive brand, it gives confidence to other brands. Brands want to be alongside other big corporations. As Mercedes is involved in the

11

Commercial AdvisorMERCEDES AMG PETRONAS

the 2014 rule ChANge IS expeCted tO fAvOrthe fACtOry teAMS lIke ferrArI ANd MerCedeS. hOW dO yOu expeCt the CurreNt teAM OrdertO be effeCted?

WhAt dO yOu thINk the key AgeNdA IteMS Are gOINg be tO keep f1 MOvINg fOrWArdIN the future?

The teams that have access to a real works engine will undoubtedly have an advantage versus the others. That is exactly the reason that McLaren have gone with Honda. The big advantage to Mercedes, Ferrari and indeed Red Bull with Renault is that you can design together the new engine and the chassis. With F1 cars, more so than any other vehicle, the engine and the chassis are designed as one.

I also think that over time the pecking order won’t change. F1 is very much like everything else where the cream comes to the top. It may not come to the top immediately but the bigger teams have more money, they’ve got more technology, they’ve got lots of brands supporting them. Therefore, they do have a built-in advantage compared to the smaller teams.

I would say there are a couple of things that we need to concentrate on. One is engagement with the fans. Allowing them more access and more understanding of what we do. The second part of that is a more coherent digital strategy, such that there is better engagement with the consumer through the internet. I think that whilst there has been some progress in that area there is a lot more collateral and a lot more information that fans could be interested in which could be provided to them in real-time over the internet to enhance their understanding of the racing and their enjoyment of the sport. I think that engaging with that fan base to a greater degree is a key item for the future.

sport, brands like UBS, Starwood Hotels, Allianz and PETRONAS are more likely to become involved.

Car making is huge business around the world and car manufacturers have a massive amount of technology that is useful to F1. At the end of the day, racing is what car manufacturers do. They may do other things like put their name on a soccer shirt or sponsor around a stadium but the way they demonstrate their technological advancements is by entering something like F1 and beating other car manufacturers.

There is also a certain amount of spin-off of technology from F1 into road cars. For instance, the electric drive on the Mercedes SLS sports car is not only similar in design to the KERS system on the F1 car, in fact parts of the system are made in the same factory in Northamptonshire, England. As a result of the pressure of competition in F1, car manufacturers learn to improve things faster than they otherwise would.

13

CrOWN rOyAl

The Charlotte activation marked another key moment for Crown Royal this year as it continued to drive voting for the “Your Hero’s Name Here” contest. Consumers learned about the five finalists and were encouraged to vote for the hero they’d like to honor with naming rights to the 2013 Brickyard 400.

The Crown Royal consumer display featured a variety of other interactive activities as well, including a photo station and a racing simulator challenge. Fans were encouraged to participate in the cammo bag stuffing events, which involved putting together 1,500 care packages for servicemen and women overseas.

During the Memorial Day weekend, the Charlotte activation continued to give Crown Royal strong visibility in racing markets and drove consumer awareness and engagement surrounding the Heroes program and “Your Hero’s Name Here” entitlement contest.

16

April’s 2013 Formula One™ UBS CHINESE GRAND PRIX was a pillar element of UBS’s season as a global partner of F1®. The race also saw Fernando Alonso take his first win for Scuderia Ferrari and UPS.

17

18

As CEO of Roush Yates Engines, Doug Yates is a trusted authority in North American racing.

He is a respected industry voice that provides vision and insight on technology as a key

driver of the commercial, sporting, and sustainability agendas of motorsports.

17

19

As CEO of Roush Yates Engines, Doug Yates is a trusted authority in North American racing.

He is a respected industry voice that provides vision and insight on technology as a key

driver of the commercial, sporting, and sustainability agendas of motorsports.

hAvINg SpeNt yOur eNtIre lIfe IN MOtOr-SpOrtS, WhAt dO yOu feel hAS beeN the MOSt IMpACtful ChANge tO the buSINeSS SIde Of the INduStry Over the lASt 20 yeArS?

There have been two major changes: multi-car teams and network television coverage. Before NASCAR boomed, teams ran a single car and could get by on a budget of less than $2 million. The 1990s saw teams expand the number of cars in the stable and began consolidating into mega-teams. Once NASCAR capped the number of cars a team could have at four, everyone rushed to bulk up their programs.

The television coverage and sponsorship it brought to the sport helped fuel everything. Primetime networks came in and started to cover every race and offer supplemental coverage during the week.

WhICh MOtOrSpOrtS SerIeS dO yOu feel hAS the MOSt pOteNtIAl fOr grOWth Over the Next deCAde?

WhAt hAve yOu leArNed Over the pASt 10 yeArS thAt hAS IMprOved yOur buSINeSS OperAtIONS?

WhAt dO yOu vIeW AS the MOSt vAluAble ASSet IN NOrth AMerICAN MOtOrSpOrtS tOdAy?

Action sports have massive potential. I have kids and this generation’s attention span is different – it’s all content all right now. Off-road closed course and drift cars are both exhilarating, high-energy sports that have the fast-paced tempo to draw multiple generations of fans. There are a number of series that offer a really good show; it’s hard to tell which one will emerge as the powerhouse, but given the proper vision, conviction and promotion any one of them could take off in a big way.

This is the 10th year that Roush and Yates have been in partnership together. When we decided to get together with Jack Roush in 2003, it was a move that addressed business changes. There was new technology coming in and the partnership allowed us a higher volume of business and the ability to hire specialists who understood finance and inventory control. We were able to increase our research and development efforts, which allowed our product to become even better.

From my viewpoint it starts with a driver and a team – people relate to the driver and the team. I was proud to be a part of Dale Jarrett’s success because it was a special relationship with UPS; that was a real success story on how NASCAR can be leveraged and used properly to drive a business forward. Texaco was like that as well; everyone saw that Texaco star and it was iconic; each of those were more than a driver, it was a car and a team and a part of the sport – that’s how things work well in motorsports and that’s what you see as the mark of success for sponsors today.

2019

To celebrate the 85th anniversary of the first automobile policy written by Farmers Insurance, the JMI Farmers Racing team executed the ‘Remember Your First Car’ concept and with the help of brand ambassadors, implemented a special competition for the fans through digital and social platforms.

In the digital space, fans were challenged to match Farmers ambassadors Kasey Kahne, Rickie Fowler, and members of country music band Rascal Flatts to create images of their first cars. The ‘first car’ idea was consistent on the social media platform as fans of Farmers Racing sent in pictures of their own first cars, tagged #Farmers85, for the chance to win Farmers prizes.

Providing support to the Farmers Insurance corporate digital and social initiatives, Farmers Racing generated interest amongst NASCAR fans to extend the Farmers Insurance 85th anniversary message.

fArMerS INSurANCe

22

In March, Castrol traveled to South America for the WRC Rally Guanajuato Mexico. An event known for rock-strewn tracks, high ambient temperatures and altitudes, the Mexico Rally is a challenging adversary for drivers.

23

24

When I tell people what I do for a living, the reaction is invariably something along the lines of: ‘Bloody hell. That sounds amazing. You mean, you go to all the Formula One races?’ ‘Yes,’ I say. ‘Wow,’ comes the reply. Then a short pause. ‘You must be away from home a lot?’

That is the thing about covering Formula One. It sounds amazing. And it is. But, as the cliché goes, it is not nearly as glamor-ous as it sounds.

Well, not quite as glamorous anyway. Someone worked out that we were in the air for over 200 hours last year getting to and from races and it is not all cham-pagne and caviar while we’re up there – well, not for reporters anyway. There are, of course, those who turn left when they board an aircraft; the drivers and team principals and so on. But for the rest of us poor saps…

Oh, who am I kidding? Reporting on Formula One is, of course, a wonderful thing; a huge privilege. Particularly if, like me, you grew up watching Ayrton Senna and Alain Prost in the late 1980s and were blown away by the noise, the machines, the sheer intensity and drama of it all.

Working as a reporter may not get you into seat 1A, but it affords you a unique view of what is a totally unique sport all the same. Working for a national newspa-per, in particular, opens doors which may not necessarily be open to others in the media.

From interviewing the drivers, to getting a trackside view of some of the most amaz-ing cars on this planet, to skiing with Ferrari in the Italian Dolomites at their annual pre-season media knees-up (OK, so it can be quite glamourous), covering Formula One has led to some amazing experiences and some colourful charac-ters.

Big characters such as Bernie Eccle-stone and Max Mosley, both of whom have a reputation which precedes them and a wicked sense of humour. I’ll never forget a British press dinner we had with Max in Monza after he announced his retirement from the FIA. This was in the wake of the News of the World scandal. We presented him with an engraved riding crop. He loved it.

Formula One is unlike any other sport I have covered before. As a reporter it is a rich source of material; an endlessly fascinating mixture of sport, politics and business, ensuring a steady supply of stories even when the track action is nothing to write home about. It is not perfect, but then what is? Before Formu-la One, I covered football for many years and there is no question that Monte Carlo in late May trumps the Ricoh Arena in early February.

In fact, I’ve actually just taken a short, five-month sabbatical from Formula One to do some office-based work but writing about the sport has whetted the appetite again. I’m almost looking forward to that cattle class flight to Montreal.

Formula One Correspondent, The Daily Telegraph

23

25

WhAt It’S lIke COverINg f1?

When I tell people what I do for a living, the reaction is invariably something along the lines of: ‘Bloody hell. That sounds amazing. You mean, you go to all the Formula One races?’ ‘Yes’ I say. ‘Wow,’ comes the reply. Then a short pause. ‘You must be away from home a lot?’

That is the thing about covering Formula One. It sounds amazing. And it is. But, as the cliché goes, it is not nearly as glamorous as it sounds.Well, not quite as glamorous anyway. Someone worked out that we were in the air for over 200 hours last year getting to and from races and it is not all champagne and caviar while we’re up there – well, not for reporters anyway. There are, of course, those who turn left when they board an aircraft; the drivers and team principals and so on. But for the rest of us poor saps…

Oh, who am I kidding? Reporting on Formula One is, of course, a wonderful thing; a huge privilege. Particularly if, like me, you grew up watching Ayrton Senna and Alain Prost in the late 1980s and were blown away by the noise, the machines, the sheer intensity and drama of it all.

Working as a reporter may not get you into seat 1A, but it affords you a unique view of what is a totally unique sport all the same. Working for a national newspaper, in particular, opens doors which may not necessarily be open to others in the media.

From interviewing the drivers, to getting a trackside view of some of the most amazing cars on this planet, to skiing with Ferrari in the Italian Dolomites at their annual pre-season media knees-up (OK, so it can be quite glamourous), covering Formula One has led to some amazing experiences and some colourful characters.

Big characters such as Bernie Ecclestone and Max Mosley, both of whom have a reputation which precedes them and a wicked sense of humour. I’ll never forget a British press dinner we had with Max in Monza after he announced his retirement from the FIA. This was in the wake of the News of the World scandal. We presented him with an engraved riding crop. He loved it.

Formula One is unlike any other sport I have covered before. As a reporter it is a rich source of material; an endlessly fascinating mixture of sport, politics and business, ensuring a steady supply of stories even when the track action is nothing to write home about. It is not perfect, but then what is? Before Formula One, I covered football for many years and there is no question that Monte Carlo in late May trumps the Ricoh Arena in early February.

In fact, I’ve actually just taken a short, five-month sabbatical from Formula One to do some office-based work but writing about the sport has whetted the appetite again. I’m almost looking forward to that cattle class flight to Montreal.

When I tell people what I do for a living, the reaction is invariably something along the lines of: ‘Bloody hell. That sounds amazing. You mean, you go to all the Formula One races?’ ‘Yes,’ I say. ‘Wow,’ comes the reply. Then a short pause. ‘You must be away from home a lot?’

That is the thing about covering Formula One. It sounds amazing. And it is. But, as the cliché goes, it is not nearly as glamor-ous as it sounds.

Well, not quite as glamorous anyway. Someone worked out that we were in the air for over 200 hours last year getting to and from races and it is not all cham-pagne and caviar while we’re up there – well, not for reporters anyway. There are, of course, those who turn left when they board an aircraft; the drivers and team principals and so on. But for the rest of us poor saps…

Oh, who am I kidding? Reporting on Formula One is, of course, a wonderful thing; a huge privilege. Particularly if, like me, you grew up watching Ayrton Senna and Alain Prost in the late 1980s and were blown away by the noise, the machines, the sheer intensity and drama of it all.

Working as a reporter may not get you into seat 1A, but it affords you a unique view of what is a totally unique sport all the same. Working for a national newspa-per, in particular, opens doors which may not necessarily be open to others in the media.

From interviewing the drivers, to getting a trackside view of some of the most amaz-ing cars on this planet, to skiing with Ferrari in the Italian Dolomites at their annual pre-season media knees-up (OK, so it can be quite glamourous), covering Formula One has led to some amazing experiences and some colourful charac-ters.

Big characters such as Bernie Eccle-stone and Max Mosley, both of whom have a reputation which precedes them and a wicked sense of humour. I’ll never forget a British press dinner we had with Max in Monza after he announced his retirement from the FIA. This was in the wake of the News of the World scandal. We presented him with an engraved riding crop. He loved it.

Formula One is unlike any other sport I have covered before. As a reporter it is a rich source of material; an endlessly fascinating mixture of sport, politics and business, ensuring a steady supply of stories even when the track action is nothing to write home about. It is not perfect, but then what is? Before Formu-la One, I covered football for many years and there is no question that Monte Carlo in late May trumps the Ricoh Arena in early February.

In fact, I’ve actually just taken a short, five-month sabbatical from Formula One to do some office-based work but writing about the sport has whetted the appetite again. I’m almost looking forward to that cattle class flight to Montreal.

Formula One Correspondent, The Daily Telegraph

2625

The Pit Stop Challenge is a perfect reflection of the goals of GSK’s technical partnership with the McLaren Group; to challenge everyone at GSK to look for new ways of working so they can continue to stay ahead of the game. GSK looks for lessons and inspiration from McLaren Group in innovation, teamwork and continuous improvement.

The Pit Stop Challenge offers a unique workshop for GSK employees. Teams of three work on each wheel, all adopting integral roles in the wheel-changing process with the guidance of the expert technicians. Through after-action reviews, groups try to achieve the fastest time while competing against colleagues.

The Pit Stop Challenge travels to GSK locations around the globe, most recently visiting Malaysia and Argentina. Along with the GSK Formula One™ Simulator, over 31,000 employees have been reached through this program.

gSk

28

AND COUNTING

USED THE INTERNET FOR SOCIAL MEDIA NETWORKING IN THE PAST MONTH

@INDYCAR

TOP 3 DRIVERS

OVER

OVER

OVER

INDYCAR

AND COUNTING

TOP 3 DRIVERS

@NASCAROVER

OVER

OVER

NASCAR

USED THE INTERNET FOR SOCIAL MEDIA NETWORKING IN THE PAST MONTH

AND COUNTING

AND COUNTING

AND COUNTING

USED THE INTERNET FOR SOCIAL MEDIA NETWORKING IN THE PAST MONTH

@F1

TOP 3 DRIVERS

OVER

OVER

*AS OF 5/2013SOURCE: (Scarborough, Twitter, Facebook, 2012, 2013)

27

29

AND COUNTING

USED THE INTERNET FOR SOCIAL MEDIA NETWORKING IN THE PAST MONTH

@INDYCAR

TOP 3 DRIVERS

OVER

OVER

OVER

INDYCAR

AND COUNTING

TOP 3 DRIVERS

@NASCAROVER

OVER

OVER

NASCAR

USED THE INTERNET FOR SOCIAL MEDIA NETWORKING IN THE PAST MONTH

AND COUNTING

AND COUNTING

AND COUNTING

USED THE INTERNET FOR SOCIAL MEDIA NETWORKING IN THE PAST MONTH

@F1

TOP 3 DRIVERS

OVER

OVER

*AS OF 5/2013SOURCE: (Scarborough, Twitter, Facebook, 2012, 2013)

30

01 // THE LANDSCAPE

We all know the world is a very different place to only three years ago and more than ever is this the case in the social media space. Facebook reaches over 1.1 billion users; Weibo in China has attracted over 500 million users since 2009; Twitter has over 200 million; and there is a constant stream of innovative and novel digital social media platforms that continue to change the way people are reached and interact.

For marketers, social media allows unprecedented direct access to the consumer. It is a channel to connect and engage with them in their interests and passions. In the sports environment that dynamic is more heavily accentuated, sport being the emotional human driver that it is. Fans and followers engage with their favorite athletes, teams, leagues and brands in real time as they watch and participate in a live event, preview it in the build-up, and review it in the aftermath. They can share and celebrate a monumental victory or discuss the shortcomings of a poor performance within a like-minded community.

02 // OPPORTUNITY

From a brand’s perspective, the power of social media is it’s ‘always on’ ability to drive engagement and create affinity through authentic dialogue. We believe and practice the mantra that an effective social media strategy in motorsports (like all sports) should always be an enhancement to consumption, never an interruption. Where sponsoring brands have traditionally positioned themselves between the fan and the property, in social media there are too many direct routes for that to be possible – or desirable. Through insightful delivery of authentic, engaging and relevant content, long-term and meaningful relationships are founded, and upon them brand affinity and advocacy.

Despite the hype and numbers, we see social media as an effective communications channel, and medium. It has earned its place as part of the marketing mix and creates powerful, cost-effective possibilities. Where the medium adds real value is when it is integrated into multi-faceted sponsorship strategies as a unifying force. Yes, we are seeing social media more frequently as a front-foot component of these strategies, but it must remain blended into both the sponsorship platform and brand personality. It is no longer relevant for social media to work in isolation. Through connections with the key drivers of a campaign, social media is able to deliver continuity in brand messaging through a flexible, timely medium.

03 // MEASURABILITY

The measurement of social media success has moved beyond ‘likes’ and ‘followers’. The medium’s ability to provide real-time data and analytics is a core attraction for marketers and the measurement and evaluation industry is responding with the development of more sophisticated monitoring and analytics tools. We have learned that building data and analytics into a social media campaign or asset at the start unlocks its true value, by creating a transparent means to understand what motivates consumers and how best we engage with them in the social space.

As analysis continues to move forward, so too does the boundary of what can be achieved with social media. By achieving a deeper understanding of consumers’ interests, opinions, and online behavior, content can be more targeted and relevant to drive the message and desired behaviors. Social media really is a science as well as an art.

04 // THE FUTURE

What we are seeing now is social media entering into a second cycle - some may say a third. The myriad new names that were the hot social ticket each week have settled into the established mainstream channels. They themselves have only relatively recently opened for business to advertising, having spent the first cycle building scale and a mass of customers. Instagram, the fastest growing social media property of the past two years, has still not opened its doors to advertisers. In parallel, brands are becoming increasingly effective in understanding and leveraging the potential of social media.

Moving forward over the next 12 to 18 months, we expect to see more formal marketing partnerships in the social space, especially in sports and live entertainment. The big names in social media have already become media owners and motorsports have proven itself innovative in embracing this shift. NASCAR was the first major sports league to form a partnership with Twitter to aggregate #NASCAR, in June 2012. All the while exciting properties that have learnt from the successes and failures of forebears are cresting the horizon, as technology creates more ways to enhance social connectivity and possibilities. Among them are the next Facebooks, Twitters, and YouTubes. The trick for us all is knowing which ones they are.

HORSEPOWERSOCIAL MEDIA

29

31

01 // THE LANDSCAPE

We all know the world is a very different place to only three years ago and more than ever is this the case in the social media space. Facebook reaches over 1.1 billion users; Weibo in China has attracted over 500 million users since 2009; Twitter has over 200 million; and there is a constant stream of innovative and novel digital social media platforms that continue to change the way people are reached and interact.

For marketers, social media allows unprecedented direct access to the consumer. It is a channel to connect and engage with them in their interests and passions. In the sports environment that dynamic is more heavily accentuated, sport being the emotional human driver that it is. Fans and followers engage with their favorite athletes, teams, leagues and brands in real time as they watch and participate in a live event, preview it in the build-up, and review it in the aftermath. They can share and celebrate a monumental victory or discuss the shortcomings of a poor performance within a like-minded community.

02 // OPPORTUNITY

From a brand’s perspective, the power of social media is it’s ‘always on’ ability to drive engagement and create affinity through authentic dialogue. We believe and practice the mantra that an effective social media strategy in motorsports (like all sports) should always be an enhancement to consumption, never an interruption. Where sponsoring brands have traditionally positioned themselves between the fan and the property, in social media there are too many direct routes for that to be possible – or desirable. Through insightful delivery of authentic, engaging and relevant content, long-term and meaningful relationships are founded, and upon them brand affinity and advocacy.

Despite the hype and numbers, we see social media as an effective communications channel, and medium. It has earned its place as part of the marketing mix and creates powerful, cost-effective possibilities. Where the medium adds real value is when it is integrated into multi-faceted sponsorship strategies as a unifying force. Yes, we are seeing social media more frequently as a front-foot component of these strategies, but it must remain blended into both the sponsorship platform and brand personality. It is no longer relevant for social media to work in isolation. Through connections with the key drivers of a campaign, social media is able to deliver continuity in brand messaging through a flexible, timely medium.

03 // MEASURABILITY

The measurement of social media success has moved beyond ‘likes’ and ‘followers’. The medium’s ability to provide real-time data and analytics is a core attraction for marketers and the measurement and evaluation industry is responding with the development of more sophisticated monitoring and analytics tools. We have learned that building data and analytics into a social media campaign or asset at the start unlocks its true value, by creating a transparent means to understand what motivates consumers and how best we engage with them in the social space.

As analysis continues to move forward, so too does the boundary of what can be achieved with social media. By achieving a deeper understanding of consumers’ interests, opinions, and online behavior, content can be more targeted and relevant to drive the message and desired behaviors. Social media really is a science as well as an art.

04 // THE FUTURE

What we are seeing now is social media entering into a second cycle - some may say a third. The myriad new names that were the hot social ticket each week have settled into the established mainstream channels. They themselves have only relatively recently opened for business to advertising, having spent the first cycle building scale and a mass of customers. Instagram, the fastest growing social media property of the past two years, has still not opened its doors to advertisers. In parallel, brands are becoming increasingly effective in understanding and leveraging the potential of social media.

Moving forward over the next 12 to 18 months, we expect to see more formal marketing partnerships in the social space, especially in sports and live entertainment. The big names in social media have already become media owners and motorsports have proven itself innovative in embracing this shift. NASCAR was the first major sports league to form a partnership with Twitter to aggregate #NASCAR, in June 2012. All the while exciting properties that have learnt from the successes and failures of forebears are cresting the horizon, as technology creates more ways to enhance social connectivity and possibilities. Among them are the next Facebooks, Twitters, and YouTubes. The trick for us all is knowing which ones they are.

HORSEPOWERSOCIAL MEDIA

The Monaco Grand Prix is the pinnacle of the Johnnie Walker F1® sponsorship program; embodying the style, glamour and luxury that the brand represents. Throughout the race weekend Johnnie Walker hosted a number of high profile guests, coordinated multiple Vodafone McLaren Mercedes driver appearances and organized impactful on-track signage around the legendary street circuit.

The Monaco race weekend also marked the culmination of the Step Inside The Circuit™ ‘72 Hours in Monaco’ consumer competition. Winners experienced the glamour of the F1® lifestyle as they arrived by helicopter, watched the race from the Jenson Button Trust yacht, met the Vodafone McLaren Mercedes drivers and Responsible Drinking Ambassador Mika Häkkinen, while enjoying parties at the most exclusive VIP venues.

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Verizon and JMI continued to build on the launch of the @PaddockInsider social media platform and the INDYCAR 13 App at April’s Long Beach Grand Prix. Bringing together speed and sun on the California coastline, the race is the most picturesque of the season.

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Mazda competes at the highest levels of motorsport competition in North America, including in the American LeMans, GRAND-AM Rolex GT and INDYCAR Pro Mazda series. This competition, with some of the world’s best teams and engineers, results in knowledge and experience that translate into exciting Mazda vehicles both on the racetrack and the showroom floor. Mazda considers it vitally important to create and strengthen an emotional bond with consumers, elevating its brand among the competition.

JMI’s experiential marketing team has brought this truism to life with the creation of the Mazda Immersion Tour. With its primary objective to drive brand awareness, the Mazda Immersion Tour activates at several tracks and focuses on creating an energetic, educational atmosphere consisting of different interactive elements to elevate the consumer experience.

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A fixture on the NASCAR calendar for nine years, the SUBWAY Fresh Fit 500 at Phoenix International Raceway provides outstanding media value for the SUBWAY brand. The 2013 running of the race generated a 40% increase in exposure value over 2012, which was achieved through signage, on-air mentions and the performance of SUBWAY driver, Carl Edwards, who took the team to Victory Lane for the first time in 2013.

The race weekend also saw SUBWAY continue its initiative with the Arizona National Guard, providing soldiers with box lunches and 450 grandstand tickets for the SUBWAY Fresh Fit 500. As seen in previous years, the initiative was extremely well received by both soldiers and local media.

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Mercedes AMG PETRONAS driver, Nico Rosberg led all 78 laps of the Formula One™ GRAND PRIX DE MONACO 2013 in May. The legendary street circuit featured high levels of JMI client on-track signage including Johnnie Walker and UBS.

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The 2013 Formula One™ UBS Chinese Grand Prix is a highlight of UBS’s Global Partnership of F1®. Driven by an objective to increase worldwide exposure for the brand, and relevance specifically in the Asia-Pacific region, the Grand Prix is a showcase. On-track visibility is high, enhancing an already impressive race-by-race package with iconic sky bridges, the podium backdrop and start/finish straight. Furthermore, UBS’s sponsorship extends to the provision of custom designed trophies for the drivers and winning constructor, inspired by China’s rich culture and history. Combined, these assets delivered over 4,300 seconds of exposure over the race weekend for UBS, far exceeding any other brand.

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Now in its second successful year, Unilever’s partnership with the Lotus F1® Team continues to drive in-store sales around the Malaysian GP at 14,000 touch points nationwide. This is reflected in the year-over-year figures in the territory for CLEAR and REXONA, which showed 140% and 70% increases in sales respectively.

At this year’s Malaysian Grand Prix, Unilever hosted an event for key media figures; just one part of the company’s PR activities around the event which generated over $600,000 in value. Question and answer sessions from Lotus F1 Team drivers Kimi Räikkönen and Romain Grosjean captivated attendees and generated stories across a variety of news sources including broadcast, print and online mediums.

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A race-record 68 lead changes made the 2013 Indianapolis 500 in May one of the most fiercely contested in history. Away from racing, the Mazda display in the INDYCAR Fan Village received high footfall throughout the week.

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ANDY McGOWEN,UPS Director Of Public Relations

Leveraging two of its brand ambassadors, UPS brought together NASCAR driver, Carl Edwards, and PGA Tour golfer, Lee Westwood, for a unique press event in Charlotte, North Carolina on UPS driving lessons.

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The event received a high amount of media interest, including coverage from ESPN.com and Fox Sports 1 and Golfing World.

The two athletes took to the track as Westwood got behind the wheel of the No. 99 UPS Ford Fusion for a personal driving lesson from Carl Edwards. Edwards was then provided with a driving lesson of his own as the ambassadors took tee shots from the starting line of the drag strip.

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They are boTh Top aThleTes

in Their respecTive sporTs

and Ups is proUd To be a parT of

Their sUccess boTh on The

Track and on The coUrse

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In April, @PaddockInsider launched across multiple social media platforms, principally Twitter and Facebook. Designed to drive additional traffic to the INDYCAR 13 App, Paddock Insider has enhanced the fan experience through compelling content such as driver and team interviews, behind-the-scenes insights and consumer competitions.

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@PaddockInsider

As one of the biggest brands in INDYCAR, Verizon continually looks for ways to elevate its presence within the sport. The 2013 season saw the development and introduction of the Verizon P1 Award, a culmination of efforts from the JMI client services, ideation and design teams.

This new concept highlights team achievement and brings the full crew into the media experience along with the driver and car. Will Power, driver of the No. 12 Verizon car, took pole position and the inaugural P1 Award at the Grand Prix of St. Petersburg.

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In May, Farmers Insurance and UPS hosted a number of high-profile guests at the NASCAR All-Star Race. Jimmie Johnson won the event to become the only driver ever to have won four All-Star races, breaking the tie with Dale Earnhardt and Jeff Gordon.

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