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Fan engagement in motorsports: a case of the FIA World Rally Championship

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Abstract
Social media success is increasingly being linked to profitable relations between sporting teams and their communities of fans. Through a case study of RallytheWorld, Volkswagen’s social media campaign 2013-2016 for the FIA World Rally Championship (WRC), this paper provides sports marketers with relevant practices on how to develop social media strategies and building relationships with and between the fans. Drawing upon theories of community facilitation and ‘transmedia storytelling’, as well as the method of autoethnography, our finding is that RallytheWorld, through its audience engagement techniques provided WRC fans with a new experience while respecting the championship’s sporting traditions. This combination, we argue, made RallytheWorld a qualitatively better offer to rally fans than comparable social media campaigns in the WRC.
Keywords
Social Media, Transmedia Storytelling, Motorsports, Sport Marketing, World Rally Championship

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Citation

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MLA
Naess, Hans-Erik, and Samuel Tickell. “Fan Engagement in Motorsports: A Case of the FIA World Rally Championship.” THE JOURNAL OF MEDIA INNOVATIONS, edited by Charles Ess, vol. 5, no. 1, 2019, pp. 31–44.
APA
Naess, H.-E., & Tickell, S. (2019). Fan engagement in motorsports: a case of the FIA World Rally Championship. THE JOURNAL OF MEDIA INNOVATIONS, 5(1), 31–44.
Chicago author-date
Naess, Hans-Erik, and Samuel Tickell. 2019. “Fan Engagement in Motorsports: A Case of the FIA World Rally Championship.” Edited by Charles Ess. THE JOURNAL OF MEDIA INNOVATIONS 5 (1): 31–44.
Chicago author-date (all authors)
Naess, Hans-Erik, and Samuel Tickell. 2019. “Fan Engagement in Motorsports: A Case of the FIA World Rally Championship.” Ed by. Charles Ess. THE JOURNAL OF MEDIA INNOVATIONS 5 (1): 31–44.
Vancouver
1.
Naess H-E, Tickell S. Fan engagement in motorsports: a case of the FIA World Rally Championship. Ess C, editor. THE JOURNAL OF MEDIA INNOVATIONS. 2019;5(1):31–44.
IEEE
[1]
H.-E. Naess and S. Tickell, “Fan engagement in motorsports: a case of the FIA World Rally Championship,” THE JOURNAL OF MEDIA INNOVATIONS, vol. 5, no. 1, pp. 31–44, 2019.
@article{8629822,
  abstract     = {{Social media success is increasingly being linked to profitable relations between sporting teams and their communities of fans. Through a case study of RallytheWorld, Volkswagen’s social media campaign 2013-2016 for the FIA World Rally Championship (WRC), this paper provides sports marketers with relevant practices on how to develop social media strategies and building relationships with and between the fans. Drawing upon theories of community facilitation and ‘transmedia storytelling’, as well as the method of autoethnography, our finding is that RallytheWorld, through its audience engagement techniques provided WRC fans with a new experience while respecting the championship’s sporting traditions. This combination, we argue, made RallytheWorld a qualitatively better offer to rally fans than comparable social media campaigns in the WRC.}},
  author       = {{Naess, Hans-Erik and Tickell, Samuel}},
  editor       = {{Ess, Charles}},
  issn         = {{1894-5562}},
  journal      = {{THE JOURNAL OF MEDIA INNOVATIONS}},
  keywords     = {{Social Media,Transmedia Storytelling,Motorsports,Sport Marketing,World Rally Championship}},
  language     = {{eng}},
  number       = {{1}},
  pages        = {{31--44}},
  title        = {{Fan engagement in motorsports: a case of the FIA World Rally Championship}},
  url          = {{http://dx.doi.org/10.5617/jomi.6289}},
  volume       = {{5}},
  year         = {{2019}},
}

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