Formula 1 Marketing Strategy that brought it to the SPOTLIGHT

Introduction

Formula 1 or better known as F1, is an entity attached to the International Automobile Federation (FIA) and is the one that carries out the Formula 1 World Championship, which is the highest category in terms of motorsport competitions worldwide. It is also the most famous and prestigious.

Each race is called a Grand Prix, followed by the name of the place where it will be held. They are held on circuits that are tracks designed and created for that purpose. They use vehicles known as single-seaters, special cars for this type of sport.

Formula 1 is a sport like any other. And even though its origins are pretty old, until recently, it was not the most demanded by the public.

Instead, sports such as baseball, basketball, and soccer are usually people’s favorites. Motor racing wasn’t considered accessible to the public. Thus, people cataloged it as a sport of segmentation and made for “rich people.”

F1 decided to move away from this assumption. They decided to change their digital marketing strategy and come out of the sporting shadows. And you know what? It’s working for them. Read on and find out how they did it.

 The Origin F1

The beginnings of Formula 1 racing date back to the year 1880, when the internal combustion engine was manufactured. The first actual race was held on the stretch from Paris to Bordeaux, both going and returning, covering a total distance of 1178 km.

But F1, as we know it today, dates back to 1950, when it was decided to establish regulations to govern this type of competition for drivers, races, and single-seaters. This was intended to group several national races to create the World Drivers’ Championship. The first Formula 1 championship was celebrated that year. 

The rise of this sport came in 1970, when Bernie Ecclestone, a British business magnate, took over the operations of F1. He contributed both money and security systems that all motoring levels have welcomed.

 If F1 is a pioneer in anything, it is in the use of technology and data. As we mentioned, this sport is 100% technical. Thanks to the expected results, each team must be at the forefront of changes and mechanical innovations, so that each single-seater is equipped with the best that each team can acquire during competition seasons.

 Thus, because they use very rigid and technical terminology, perhaps a person starting out as a viewer of the races will not fully understand. That is why the organization saw the need to adapt the language to make it more comprehensive for the public.

 So, in the narrations, we can expect explanations from the experts about certain aspects of the race, the cars, and circuits, and thus better understand the reason for things during their development.

 

Presence in digital media

To conquer the younger audience, the organization found it necessary to find a way to engage with them. So, they took the first step through a YouTube channel. It is well known that YouTube, a platform with more than 2.3 billion active users, is home to many young people who consume the content published there daily.

YouTube is one of the great platforms for the kind of content F1 produces, allowing the uploading of long videos in a good definition. It also allows interaction among users, making it a perfect channel to offer quality material regarding sports, races, statistics, and analysis.


Arrival To Streaming

On March 8, 2019, the series Drive to Survive was released through Netflix. It was created in docu-series format about the F1 championship since its 2018 season.

We can affirm that this was one of the strategies that can be called lunges to finish penetrating a specific audience. It is very logical, taking into account that Netflix is ​​currently positioned as one of the platforms with the largest number of subscribers in the world. It has a considerable percentage of users between 18-25 years old. Those who consume the most content are young, and that is the demographic that F1 wanted to cater to.

 A series on the most demanded streaming platform, a docu-series about one of the most exciting, dangerous, and exclusive sports in the world, with behind the scenes that show the drama of the pilots, their rivalries, frustrations, as well as those of each team, what could the public not like with this formula?

 It was a winning bet for both companies (Netflix and F1). Since the success achieved has been such that it has already been renewed for a 5th and 6th season when just in March of this year, the 4th season was released.

 So, one thing led to another, and those who first got to know the world of F1 on the Netflix screen are now followers on Instagram, and they proceed to tune in on race Sundays and watch the action live.


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