Arrow McLaren TikTok
The 7th Annual Awards
- Best TikTok Presence
ABOUT THIS ENTRY
Submitting Arrow McLaren's overall body of work on the TikTok platform, and their efforts to build and engage with their online fan base/community. First started in 2021, the account now reaches 224k followers as the team's fastest-growing platform, with 68% of the audience 25-or-younger.
How does this represent "Excellence in Engagement"?
Arrow McLaren's presence on TikTok demonstrates that you can find success, race to win and chase after your goals - and still proactively grow a fan base in the most fun, inclusive and authentic way possible. 68% of our TikTok audience is 25-or-younger, demonstrating a successful path toward diversifying the motorsport fan base, particularly in the INDYCAR SERIES.
This translates toward our in-person activations and the diverse fan base we see at the track, whether it is an autograph session, race day, partner event, etc.
Our TikTok success has set an example for other teams and even the series as we collectively look to grow and expand our audience. We race in several markets across North America, and this helps drive connection and community.
Objective
At McLaren Racing - and Arrow McLaren specifically - we promote feelings, status and connection rather than products. TikTok is an essential platform that allows us to authentically connect with our worldwide fan base. This is a setting where our drivers and team members can be themselves. We produce TikTok content that offers something for everybody, whether you're an avid, trend or casual fan ... or even someone passing through via their timeline.
Strategy & Execution
Our TikTok strategy focuses on blending dynamic creativity with an approachable tone, making motorsports engaging and relatable for all. While 99% of our audience may never drive a McLaren, our goal is to create a meaningful connection with 100% of them by showcasing our drivers, team, and community in an authentic and exciting way.
TikTok empowers us to integrate the race-day focus, revealing the unique and fascinating layers of our sport and team. From the courage it takes to race 240+ mph racing to the camaraderie and humor that define our journey, the platform brings fans behind the scenes. Whether it’s understanding the mechanics of a race car, mastering tire optimization, or following our team’s travels, TikTok creates a year-round narrative that resonates with both casual viewers and die-hard fans.
Organizations
- McLaren Racing's Arrow McLaren IndyCar team is solely responsible for the strategy
- planning and execution of all TikTok content at https://www.tiktok.com/@arrowmclaren.
Links
Credits
Lauren Gaudion
VP, Marketing and Communications
McLaren Racing (Arrow McLaren)
Krystol Smith
Specialist, Social Media
McLaren Racing (Arrow McLaren)
Jarrett DeHetre
Video Producer
McLaren Racing (Arrow McLaren)
Alex Kryah
Specialist, Communications
McLaren Racing (Arrow McLaren)
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
