Formula E

Challenge

Formula E is a relatively young and new FIA race series, but with strong backing from the top manufacturers and partner brands - Audi, Porsche, Mercedes, Nissan to name a few - however, FE is often wrongly over-looked and compared to F1 as a similar single seater race series so the challenge is to separate FE from the crowd and draw in fresh audiences.

Process

Using a diverse mix of playground, human, sustainability, technology and racing content, we can reach an audience who is savvy, sustainability-conscious, interested by new technology and can be advocates in helping accelerate the global switch to electric vehicles. Through supplying these core content pillars and reaching broader target audiences than just motorsport fans, Formula E will be catapulted into a league of its own and in turn accelerate the switch to electric whilst championing a greener future for all.

 Output

  • Launching gaming initiatives Race at Home Challenge, FE Accelerate across Live Streaming platforms Twitch, YouTube, FB resulting in frequent live streams of c.50k + per show and a new presence in the gaming arena on social

  • Managed paid media budgets of £80k per month and was able to hit a target of 300m video views across FB, YT and IG in 2019/2020 season.

  • For organic content our team was responsible for playground ideas such as The E Team, Froze-E (collaboration with Frozen the movie!) , amongst others (Super Mario etc) with the aim of reaching a new kind of fan and entertaining fans. These have generated over 2m video views across platforms.

  • Managing and overseeing day to day planning of the content throughout the year and on race weekends reacting to current trends / topical conversations / memes / talking points, ensuring maximum editorial assertiveness.

  • Growing TikTok platform to 50k+ followers aiming for 100k follows by end of the year by implementing new content direction and experimenting with trending sounds to attract the Gen Z / T audience and be more relatable to female demographic of which our following is highest of all platforms on TikTok at 40%.


CASE STUDY | Race At Home Challenge

Overview, objectives, aims
To reach a Gen Z audience in the gaming sector with organic and paid media strategies, using bespoke content to build a new foundation of Formula E fans for the next generation.

Role in project, tasks, approach
Using Twitch, YouTube and Facebook, we live streamed a six part racing series over lockdown called the Race At Home Challenge, where the real Formula E drivers raced against a roster of professional and amateur gamers to compete for the ultimate prize. My role was to amplify this event using a combination of hero graphics and videos across FB, IG, TW, LI and TikTok. I also oversaw the paid media planning across YouTube and Facebook. During the livestreams I oversaw the community management of the fans who were going crazy for the event in the feed, reacting and engaging where relevant.

Main challenge?
Driving signups for the event in such a short period of time. We had just under three months from idea to event to get the word out to the gaming community and put the live event on.

Also this was going against what our core fans were usually interested in. They prefer to see real crashes and racing action so we had to convince them this would be great to watch with unique, authentic and entertaining content.

How did we overcome this challenge…
Always on paid social and organic content that was fit for platform with a strong call to action. This was the first time gamers had been pitted against real drivers in any motorsport event and the first time a gamer was going to get to drive a real Formula E racing car as a prize so we honed in on this in the messaging to ensure it came across as a one of a kind event that was not to be missed for racing fans and gamers alike.

Results
The event generated 2.1m viewing hours from the social livestream and broadcast combined, 32.9m social views and 10k mentions across the six-part racing series over a six week period.


BIG content pieces

Produced in collaboration with Little Dot Studios.

Produced in collaboration with Little Dot Studios.

Produced in collaboration with Little Dot Studios.

Felix is an open, engaging and collaborative colleague and a pleasure to work with. He is a social media guru with deep understanding of different channels and the strategies needed to get the best out of them.

He is a digital all-rounder with excellent writing skills, a nose for narrative and an eye for detail in video and images. He is also commercially savvy with an affinity for branded content and strong communication skills to work effectively across a range of stakeholders.

Felix is totally dependable, always willing and a real asset to a business looking for social, digital and marketing expertise.

Rob Hodgetts, Senior Producer, Formula E and The Seven League