IRL revs effort to get in fans' ears

Indy Racing League officials are unveiling a new communications system using Bluetooth technology that will beam audio messages straight into the wireless telephone earpieces of fans attending their races.

Fans at the track will get specific messages based on the time of day, and using global radio technology, where they are at the track. For instance, if a race fan passes a concession stand, they could receive a message from Coca-Cola or information about special prices on discounted food items if it’s near the race’s conclusion.

“This application delivers event messaging, promotions and venue specific details at no cost to the consumer,” said IRL spokesman John Griffin.

The league will debut the new system at its race in Detroit Aug. 31. The system will allow the league’s corporate sponsors to deliver their message to race fans multiple times during an event weekend, Griffin said.

The IRL will set up five transmitting units that will allow them to reach fans in all corners of the track’s or course’s viewing boundaries.

“Fans are excessively exposed to print materials and brochures while on-site at an event,” Griffin said. “The [IRL] is taking the next step in being green by utilizing this technology to deliver targeted fan messaging while preserving nature’s resources.”