Red Bull Launches Online Formula 1 Community
Red Bull Racing has launched an online community ahead of the start of the 2010 Formula 1 season. The site was created after research among fans showed there was a desire for somewhere online where fans could engage with the team.
The launch came after other Formula 1 teams such as Virgin Racing and Mercedes GP said digital channels, in particular social media, were central to their marketing plans for the season.
The online community of Red Bull allows fans to upload and share content such as pictures and videos, while blogs and competitions will provide a chance for fans to get involved with the teams and get exclusive news.
David Granger, website manager at Red Bull, said, “Formula 1 hasn’t been good at engaging with fans and has been a slightly stand-offish sport. This gives us the chance to put across the less serious side of the sport.”
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Red Bull will run competitions for community members and invite them to contribute race reports. The site lets fans sign up either directly or using Facebook Connect, which also enables Red Bull to widen its reach as activity on its community site gets posted on users’ Facebook feeds.
The site also links to the Red Bull team’s Twitter feed, and e-mail newsletters sent to members will link to the Red Bull Racing YouTube and Flickr pages.
Source: newmediaage
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Igor, i guess you and marketing/advertising in formula 1 ‘tactics’ was love at first sight!
good post! I’ll follow the next laps of this process
Hi Alexandre
Yes a few more laps to go
Honestly, my surprise goes deeper regarding social and sponsoring:
Sponsors have 3 to 5 year contracts, they own the rights, have great content and players or stars.
But most brands do create an engaging platform or hub for those fans! Sponsoring should be more that the logo on the shirt, a billboard on the pitch and a skybox..
So I will start to look broader at sponsorship activation with social marketing and long term digital programs, platforms and communities ..
If you see a few great ones, don’t be shy!
Cheers
Yep, you are def right.
For sure if I see anything that correlates to this DNA i’ll shout out loud.
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