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27.07.2010

Does adding Twitter to a brand make it cooler?

Jorge Lorenzo is on top of the world right now. He’s a 23-year-old motorbike racer from Mallorca in Spain and is atop the standings in the MotoGP circuit (he won yesterday’s race in Laguna Seca by several seconds, too). But he has a problem. Teammate Valentino Rossi has a better brand. Mostly because Rossi is older, has won season after season, and has cultivated thousands of fans.

When I saw Rossi speak last year at Indianapolis fans were literally crying for a chance to touch him. Seriously. Most of us have never seen celebrity like this close up. Photo of Lorenzo’s Twitter sign on his bike taken by my producer Rocky Barbanica — we got a tour yesterday of his pits and got a chance to see the Twitter bike up close and personal. More of my photos are up on Flickr.

But the MotoGP sport has a problem. If Rossi can’t race anymore, like he couldn’t for a month this year because he broke his leg, ticket sales go down. A lot.

So, the Fiat/Yamaha team is trying something new: Twitter.

Kilde: Scobleizer

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