Oracle Red Bull Racing

After a blistering 2021 F1 season, Oracle Red Bull Racing kick-started 2022 with a social media explosion, reinventing the way we distributed our hero content by harnessing the power of our global fanbase to launch our new season. In a world-first digital activation we invited our fans to become our broadcasters, empowering them to customise and distribute our launch event on their own personal social channels, rewarding their loyalty and showcasing their connection with the team.

Every fan that took part contributed to the creative execution of the content on their channels, customising and choosing their own personalised output, including selecting which driver they wanted to focus on, what language best suited their audience and what level of technical F1 detail they wanted to hear.

Excited ORBR fans lapped up the idea, with over 33,000 applications to stream the content, resulting in 65 different versions, across 156 countries, in 4 languages.

The event was streamed to YouTube, TikTok, Twitch, Facebook, LinkedIn, Twitter and multiple digital destinations, as well as to traditional broadcast networks. And, we allowed every fan to be a host of our content, inviting them to give permission to stream the event on their channel at the prescribed moment.

We truly broke the mould with this fan-first season launch event – sparking a fan-powered social media explosion:

  • Fan applications to co-host – 33,000+ (within first 48 hours)
  • Unique social channels participating – 6,400 (world-record)
  • Sign-ups to ‘The Paddock’ – up 180% vs. KPI target
  • Unique show versions broadcast – 65
  • Countries participating – 156
  • Media spend – £0!
    CRM email – 28% open rate of (24.8% click through rate)

Social media stats:

  • 5.77m live views with 121m live impressions
  • 9.2m views (total views across campaign)
  • 331m impressions (7-days post show)
  • Trending #1 on Twitter and YouTube

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