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In addition to the usual campaigns, this presented an opportunity to engage consumers with CarNext through brand activation. So we introduced an exciting proposition for all car enthusiasts: share your Formula 1 knowledge with Max Verstappen himself.
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Fantelligence
F1 fans love to share their extensive F1 wisdom. While each fan's insight is one piece of the puzzle, imagine combining all their knowledge with a smart algorithm.
We developed the online fan platform, The Fangineer. On this platform, fans provide insights before every Grand Prix (GP). After each GP, the algorithm evaluates how close each fan's predictions were to the actual outcomes. The closer a fan's prediction is to the truth, the greater the weight their input has in the average advice for the following GP. This made the algorithm, and thus the advice given to Max, improve with each race.
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Fangagement
We launched an activation platform with an OLV and a post from Max. Throughout the F1 season, while we occasionally aired a TV commercial on Ziggo Sport and did some online advertising, our main focus was the social content around each Grand Prix. Before each GP, we issued a call to action; during the race, we posted advice given to Max; and after, we shared content to keep fans engaged. This strategy reached an impressive 11.870 fans per racing weekend on our owned channels. We also welcomed 100k new fans who contributed 900k pieces of advice. As a result, CarNext's followers tripled.
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Results
41.892.663 - Total reach up to the Brazilian Grand Prix (Owned channels only) 1m55s minutes - Average time on the website 98.606 - Unique visitors The Fangineer 11.870 - Average of engagement per race weekend 3635 - The Fangineer Teams 9.4% - Engagement rate each GP (Benchmark 6.3%)
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Awards
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Would you like to engage your fans in a new way?
Daniel Samama
Creative Director
d.samama@cheil.com