It’s been a busy couple of weeks for IndyCar Radio analyst Pippa Mann, who’s had a series of activations and events representing the Susan G. Komen® organization, her partner for her 2014 Indianapolis 500 appearance with Dale Coyne Racing.
Mann got in late to Toronto because during the week leading up to it, she was honored as Komen’s Rookie of the Year partner during the organization’s annual Susan G. Komen Leadership Conference in Fort Worth, Texas. The award goes to an outstanding corporate partner that contributed in a major way during the “rookie” season.
She was the only female driver in this year’s race, and Mann represented Komen on the track with a specially-designed pink race car with the Komen logo emblazoned on each sidepod. Pippa also developed a website, which provided fans with the opportunity to make donations in support of each lap she completed throughout the month of May, with 100% of the proceeds benefitting Komen.
“Pippa was a beautiful representation of the organization in every facet, serving as a beacon of strength, determination and courage in all public appearances and media interviews,” said Norm Bowling, Komen’s Chief Revenue and Marketing Officer.
Komen noted that she was diligent in her efforts to ensure that the organization was included in every aspect of the Indy experience, from sporting her pink Komen polo to every event, to hosting a survivor event at the track, to inviting Komen representatives to participate alongside her at the Indy 500 parade, to providing tickets for Komen HQ & local representatives to attend the Indy 500 and offering her only two additional seats at the Victory Banquet.
“The exposure that the organization received in every facet was truly invaluable,” said Bowling. “It is with great pleasure that we recognize her dedication and commitment to the Komen organization, as she is truly a world class athlete with a passion for pink.”
Said Mann of her time in Fort Worth, “I learned an incredible amount in my two days in Fort Worth; the amazing amount of progress that has been made, and yet at the same time, the amount of distance we still have to go. I was thrilled to be invited to present our month of May as a case study, and I am truly honored to be associated with this organization. I used to shy away from wearing pink at the race track because I wanted to be defined as just another driver as opposed to ‘the girl’, but now I find myself not only wearing my pink colors whenever the opportunity allows me to do so, but feeling incredibly proud of what those colors represent.”
That wasn’t all she did. Mann also parted ways with her race-worn helmet, which fetched more than $4,000 on eBay.
— Pippa Mann (@PippaMann) July 21, 2014
— Pippa Mann (@PippaMann) July 20, 2014
“I was definitely thrilled to see the final surge for the helmet price go above $4,000,” Mann told MotorSportsTalk last week. “With eBay, you really just never know what something is going to fetch, or what it will be worth to someone.
“I think a large part of that success was actually down to all the fans who were kind enough to share, retweet, and help spread the word that the auction was going on, even when the helmet got out of bidding range for many of them, they still continued to help me get the message out there. I’m so grateful for that support, help, and energy that they gave the auction!”
Overall, the partnership has raised more than $17,000, as well as generated millions of valuable impressions and setting the platform for future growth. Mann took a personal approach besides being an advocate for the cause; she was personally involved in every call, email and planning meeting.
It’s all good stuff for a good cause – and it’s especially promising to see the partnership between Mann and Komen continue past this year’s month of May.