Fans will share their journeys to the Indianapolis 500 through the #Indy500or Bust marketing campaign launched March 1 by the Indianapolis Motor Speedway.
The unique campaign, which runs through May 31, encourages fans to upload pictures of their personal journeys to "The Greatest Spectacle in Racing" on popular social media platforms such as Instagram, Facebook, Twitter and Pinterest. Photos can depict either their actual trip to IMS every May or important parts of their life that attracted them to the great race.
Fans can use a special artwork kit, including instructions and art, for a homemade #Indy500or Bust cardboard sign to be featured in their uploaded photos. The sign is the focal point of the campaign and will appear on billboards, in print and be referenced throughout Month of May activities at IMS.
Instagram users can upload photos and tag themselves on an interactive map with a special hashtag, #Indy500orBust. Fans who claim their photos will have the chance to win an Ultimate VIP Experience at the 2014 Indianapolis 500.
"The Indy 500 is an aspiration for fans and drivers," said Jarrod Krisiloff, IMS senior director of marketing. "The #Indy500orBust campaign empowers fans to be advocates of why the Indy 500 is such an epic event. Pictures are worth a 1,000 words, and we are excited about incorporating Instagram into the campaign because it allows our fans and drivers to show their journey to 'The Greatest Spectacle in Racing' in a fun and viral way."
Popular IZOD IndyCar Series driver and Indianapolis 500 veteran Josef Newgarden of Sarah Fisher Hartman Racing hosts a humorous "how to" video for the #Indy500or Bust campaign, available now at www.indy500orbust.com or the IMS YouTube channel.
The 97th Indianapolis 500 is scheduled for Sunday, May 26.