Case Study: Red Bull Racing Formula 1 Team
Objective
- Build a dedicated fan zone
- Increase exposure of the Formula 1 team and brand
- Create a website that belonged to the fans
- Provide communication directly with and not just to the fans
- Increase database of followers
Approach
Conventionally, F1 teams have created old style fan clubs; although this may work for the traditional F1 fan, Red Bull Racing was into a new area. The team needed to be able to access the social media generation. Connecting and influencing this audience had to be an essential part of the marketing strategy. Red Bull Racing wanted to develop the website and needed a way to open a two-way conversation online.
Utilising the M.Social platform, Martech created a dedicated fan zone which would belong to the fans and provide them with a hub where they could communicate directly with the team and each other. This was a first for a World Championship Team.
The community was fully integrated within the main Red Bull Racing site. Sign up has been kept purposefully light so fans are not forced to fill in reams of data. Fans can upload photos, write blogs, create and join groups, enter competitions, participate on forums and meet new friends; all essential communication components for Red Bull Racing’s marketing strategy. The groups allow them an area where they can hold their own discussions and comment on what is happening.
Outcome
- Highly engaged fan base
- Vast multi-channel exposure to Facebook, Twitter and YouTube
- The ability to monitor and respond to fans
- Members can personally engage with the brand
- Increase in email and marketing database
- A large network of like minded fans
- Content rich website and increased traffic