In order to engage fans leading up to race day, the Indy 500 built an experience that allowed fans to share their Indy 500 journey. By uploading photos to Twitter or Instagram and using the hashtag #Indy500orBust, fans were entered for a chance to win the ultimate Indy 500 experience. Unlike most hashtag-driven campaigns, however, #Indy500orBust didn’t end there. For the first time ever, Instagram photos were incorporated throughout the Indy 500 marketing campaign, including an interactive map featuring geotagged photos.
Since the campaign launched in January, 11.4K photos have been shared using the hashtag #Indy500orBust. This number grew by 8,000 throughout the duration of the official race weekend, with a total photo reach of 52,700,00. The Indy 500 also gained 4,100 new Instagram and Twitter fans.

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