New media initiative and revised website bring FIM Superbike World Championship closer to fans Superbike presence on social media drives fan attention towards www.worldsbk.com - Imola race on Sunday will further increase interest The ...
New media initiative and revised website bring FIM Superbike World Championship closer to fans
Superbike presence on social media drives fan attention towards www.worldsbk.com - Imola race on Sunday will further increase interest
The HANNspree FIM Superbike World Championship (SBK), which is promoted by Infront Sports & Media, has successfully extended its involvement in new media, strengthening the interaction with fans from all over the world and providing enhanced return for sponsors. Thanks to a revised lay-out and increased content, the re-launched worldsbk website now has an increased number of visitors, many of them accessing the page directly through the most popular new media platforms.
From January to August 2010 alone there has been a 328% increase in visitors to the SBK website via Facebook compared to the entire previous year. The fan base on the popular online platform itself is particularly valuable as every contact is multiplied due to each of the fans associated friends also coming into contact with the page. Exposure is therefore multiplied as the fan base is only a small representation of the actual Facebook audience.
YouTube has also proved valuable with over 10.4 million video downloads between January and August 2010. Additionally the iPhone application which is very similar to the SBK website in terms of graphics has provided fans with a fantastic way to stay up-to-date whilst on the move. 980,000 visits to the SBK site came directly from iPhone resulting in the worldsbk.com site experiencing an increase of 28% page views.
Continual international growth and appeal
Infront Motor Sports, a subsidiary of the Infront Group, provides full promotional, marketing, sales and broadcasting services to the HANNspree FIM Superbike World Championship. Thanks to the new media initiative, the benefit for sponsors has again increased. The social media analysis completed by Infront shows that fans from all over the world including Europe, USA, Australia and Japan have been visiting the worldsbk web page. The strongest visitor increase between 2009 and 2010 (from 1st January to 30th August) was in the UK with a 124% increase followed by Italy with 94% and Australia with 85%.
WorldSBK.com - the official website
In 2009 the official website, www.worldsbk.com, was re-launched with a new design, increased content and improved navigation. As a result in 2010 the website has played an integral role in increasing exposure for sponsors. The number of unique visitors grew 72% from 1.4 million in 2009 to 2.4 million so far for 2010, while total visits have also increased by 50%.
Key features of the revised website include: live timing, the latest news, results, statistics and downloads as well as a photo gallery. The video content within the site has also secured a huge amount of fan participation and interest. With an integrated YouTube link providing one click access from the SBK site to YouTube coverage of the events, users can watch all the action without leaving the site. There have been a total of 360,000 channel views, along with 495 uploaded videos.
"It's great to see the fans' acceptance and interaction with the SBK social media and their interest in staying connected with the championship. As a result, they remain in touch with the brands involved, which is an extra bonus for our partners", said Paolo Flammini, CEO of Infront Motor Sports. "Having achieved this positive result we will increase our efforts in new media and continue to strengthen interaction with SBK fans online."