The Power of Digital Channels to Break Conventions

Most of us will be familiar with the Netflix Formula 1 smash hit, Drive To Survive. The team behind the show has created a powerhouse that many other sports have tried to replicate but have not quite hit the mark. So what is the secret recipe?

Sadly, its not that simple but we take a deep dive into some of the things that have projected F1 into the limelight and specifically engaging a younger more diverse audience.

Embracing Digital Platforms

Formula 1 has made significant investment into digital platforms with the sole purpose of enhancing fan engagement. F1 TV, a live subscription service allows fans to stream races ad-free and offers exclusive content and behind the scenes footage.

Historically known as an expensive and exclusive sport to spectate at; this no holds barred approach offers the fan the closest experience to being trackside without being there in person.

Engaging Diverse audiences and leveraging sponsorships

The effect of Drive to Survive has been instrumental in creating salience with a younger audience. The ‘drama’ element of the program engaged those who would readily not be interested in the sport and offers a hybrid of reality tv show and sports show.

Brands have certainly cottoned on to this momentum with large multinationals jumping on board the F1 sponsorship train such as, McDonald’s, Lego Group and Mattel.

Social campaigns and content

Drivers (more specifically their expert Social Media teams) have harnessed the power of engagement through specific campaigns around sponsors, think Valteri Bottas and that Uber campaign.

Teams social channels have no pivoted to create off season content that is engaging and gives the fan a look behind the curtain.

Expanding reach

Women now contribute to approximately 40% of F1’s Global Audience, this has been directly attributed to the advent of Drive To Survive. Gen Z and Millennials have also taken to the sport now making up approximately 60% of the fan base.

The sport has long been an international affair but piqued interest from Africa, seen through increased social following has sparked conversations over Formula 1 taking the series to the continent.

We can clearly see that one stroke of media genius has created digital momentum that is yet to slow down. We as marketeers and fans alike can learn a lot from the sport and its agility and adaptability to changing consumers.