Thursday, July 15, 2010

Roush Fenway Reaching Fans Via Twitter

Concord, N.C. (July 14, 2010) - Social media is undoubtedly changing
the digital landscape and having a significant impact on the corporate
suite. Brands are continuing to look for ways to engage customers via
Facebook, Twitter, YouTube and LinkedIn among other new media outlets,
and Roush Fenway Racing is no different.

With an estimated 18 million Twitter users (estimated to grow to 26
million in 2010), Roush Fenway has embraced this platform by using 16
different handles between their drivers, account management and
corporate communications staff. In total, Roush Fenway reaches over
65,000 influencers on Twitter through their accounts.

“By being so active in social media, Roush Fenway can speak directly
to its fans - and help gain new ones through using a personal touch,”
said Jeff Gluck, senior motorsports editor for SBNation.com.

The team members frequently participate in Tweetups (a face-to-face
meeting of Twitter users) at the track and recently hosted their first
Tweetup at the Roush Fenway headquarters during Fan Appreciation Day.
The Tweetup was attended by 37 influential fans with a direct reach of
over 20,000 people. During a race weekend, Twitter is used as a way to
keep media, sponsors and fans updated on each team’s progress
throughout the weekend in addition to talking about sponsor promotions,
products and services.

“Anyone who attended Roush Fenway’s recent Tweetup (where fans were
showered with prizes and gained special access to the drivers) could see
a renewed loyalty from the team's longtime fans and a fresh interest
from fans who may have cheered for other teams.” Gluck continued,
“And in a changing world where that personal touch is becoming more
important than ever, the value of Roush Fenway's efforts should pay big
dividends.”

Colin Braun, in conjunction with Con-way Freight, hosted his first
Tweetup at Chicagoland which was a huge success. Braun and Con-way told
Tweeps (Twitter followers) about the Tweetup weeks in advance then asked
a trivia question and prompted them to meet Braun at a specified
location on track property with the answer. The winner received
hospitality passes for the Nationwide race at Chicagoland and a
behind-the-scenes tour compliments of Con-way Freight.

"The Tweetup we held at Chicagoland Speedway was a lot of fun for
me,” said Braun. “It was a way that we could engage the fans using
Twitter and just get up close and personal with them. Con-way Freight
did an awesome job of putting it together. The looks on the winners
faces where priceless when they learned they would get to come in and
watch the race from pit road. I hope it's something that we can do more
throughout the rest of the season."

As the media landscape changes, so will Roush Fenway Racing. Twitter
is a great way for the team and its drivers and sponsors to reach fans
and engage them in an even more authentic experience. Look for more
Tweetups and promotional opportunities via all the Roush Fenway Twitter
accounts at:


Sprint Cup Series
David Ragan
@PR6UPSteam
@David_Ragan

Greg Biffle
@163MTEAM
@gbiffle

Matt Kenseth
@PR17CrownRoyal

Carl Edwards
@99_AflacRacing
@mark60team
@60Randy99

Nationwide Series
Ricky Stenhouse Jr.
@PR6CitiFi
@Stenhousejr

Colin Braun
@PR16Conway
@colinbraun

Paul Menard
@98PRMenards

Brian Ickler
@BrianIckler

Roush Fenway Racing
@roushfenway
@PRKevinRFR
@Sherisracin

About Roush Fenway Racing
Roush Fenway Racing is NASCAR’s largest team operating eight
motorsports teams. Four in the NASCAR Sprint Cup Series with drivers
Matt Kenseth, Greg Biffle, Carl Edwards and David Ragan; and four in the
Nationwide Series with Edwards, Ricky Stenhouse, Jr., Colin Braun, Brian
Ickler, and Paul Menard.

For more information on any of the Roush
Fenway Racing teams, log onto www.RoushFenway.com. Become a fan of Roush Fenway Racing on Facebook by going to
http://www.facebook.com/roushfenway and follow us on Twitter
@roushfenway.

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