FORMULA 1

The Challenge

We set out to capture F1 fans’ reactions in real time to the live TV broadcast of the final race of the season with the aim of better understanding fans emotive engagement to the Live TV broadcast in real time to grow their fans passions and allegiance and ultimately increase the value of F1’s broadcast proposition.

Project participants were able to respond to the race action, strategy, graphics and TV presentation during the Live TV broadcast by receiving remote direction from us and using Field Notes, our smartphone app, to capture their experience.

We curated, directed and produced to insightful fan content to a new standard ensuring quality control, to be shared amongst key internal and external race stakeholders to inform future strategy.

The Outcome

Through specialised recruitment, we were able to deliver an army of authentic digital content generators that can also be called upon to inform marketing and commercial strategy. 

Their insights helped shape improvements in the Live TV Broadcast offering with the aim of increasing the value of Live Broadcast Rights.