DIGITAL STRATEGY
The popularity of Netflix's 'Drive to Survive' documentary series attracted many new fans to Formula 1, leading to a divide between long-time enthusiasts and newcomers.
To bridge this gap, we developed an official F1 quiz that allowed fans to assess their knowledge of the sport and identify their fan type, whether they were an OG Legend, Pitlane Socialite, Tech-Whiz, or Drivers' Champion.
No matter the result, we wanted to unite all F1 fans for their love of the sport.
We also collaborated with various agencies to launch Player 0.0, an integrated gaming initiative in Melbourne, Sydney, and Perth.
This initiative complemented our quiz by allowing participants to compete based on their racing times. We created a website that displayed live winning times from each state, which were also emailed to competitors. The top performer would win the grand prize: a trip to Melbourne for the final Player 0.0 race, along with tickets to the 2024 F1 event!
I worked closely with a senior strategist at AFFINITY to craft the digital strategy, determine how the quiz would function, and design customer communications. We established a comprehensive digital campaign ecosystem to ensure a consistent experience throughout, collaborating closely with our agency partners to enhance customer engagement.
Credits: Saatchi & Saatchi, UM, Herd SML, Momentum, AFFINITY
Campaign brief article
