My Name Is IRL

It used to be called "Tony George's Folly." The name alone sent most wags and pundits into paroxysms of ironic laughter.

With apologies to the Monkees (and to you for bringing up the Monkees), that was then. This is now.

Vision Racing has gone from being the paddock joke to a sentimental favorite among IRL fans, and it has done so on the strength of an unprecedented and trend-setting outreach led by its crack PR staff, its drivers, and one of its owners.

All you have to do is look at the explosion in popularity of the team's "tweetups" - get-togethers at IRL events organized via the team's Twitter feed - to see how eager the team is to engage the series' fans. Starting as something of a lark, the concept proved to be so popular that the most recent tweetup at Chicago featured Curt Cavin emceeing, loads of guest drivers and personalities, and even a speaking part for "friend of the blog" Pressdog.

In the hands of Vision's PR chiefs Michael Kaltenmark and Pat Caporali, the Vision Racing Twitter feed is one of the most popular destinations of its kind in motorsports. Michael and Pat believe that public relations means reaching out to the public instead of shielding their clients from it - a somewhat old-school approach in their field these days. Vision driver Ed Carpenter has gotten into the act too, putting his Twitter URL on his helmet and making sure to tweet often.

Perhaps most intriguing are Lauren George's regular blogs at Vision's website. Frank, funny, and surprisingly revealing, Lauren's observations run the gamut from action on the track to experiences off it, all within the context of one of open-wheel racing's most famous (and, in some corners, criticized) first families. They're compelling reading, refreshing for their unexpected honesty.

Vision Racing isn't the only team doing these things but they're one of the only teams that make it appear as if the fans are partners and collaborators in their racing enterprise. In an age of red car dominance and diva drivers, what used to be an IRL irony has turned into a fan favorite.