2014 Winners & Shortlists

Results and Effectiveness

Seven weeks into the campaign Yas Marina twitter followers increased by 52%. Twitter increased by 1600% mentions a day, garnering over 40.5 million impressions. Facebook engagement increased by 152% with a fan growth of 62%. Four out of the 7 competition hashtags; #JayZatF1, #EmpireStateofMind, #ReasonableDoubt and #HolyGrail, trended in the UAE.

Creative Execution

Using that evenings concert, we created a social contest to win F1 tickets. 20 pairs of passes were up for grabs to the most engaged fans. Trivia questionsfiltered across Twitter & Facebook promoting not only the concerts during F1 evenings, but the drivers and F1 teams. Each day new questions, photos & videos were posted across social media and tagged with the concert event corresponding to the tickets up for grabs; #JayZatF1 for Friday, #DepecheModeatF1 for Saturday, #MuseatF1 for Sunday. Each competition question carried it’s own tag as well as that of the artist. For example; a trivia question for tickets the Friday tickets would be tagged #JayZatF1 #EmpireStateofMind or various song titles with the answer. The questions, sharing, tagging and engagement were the only fuel used to stay on trend. No other media was used. We kept the voice of the fans clear & loud.

Insights, Strategy and the Idea

Formula 1. The fastest turn around the course. The sound of race. The season is an engaging ride of emotion for fans across the world. With the season ending at the Abu Dhabi Grand Prix, we wanted to keep that engagement going strong until the final flag dropped. Three races before the Abu Dhabi Grand Prix the ultimate break in engagement occurred – Vettel won the season. There was no longer a reason to stayed tuned in. We needed to elevate our engagement with the 55,000 ticket holders and keep them excited about attending the Grand Prix. We used all our tools in our hands – our smart phones. With a weekend packed with races, concerts & promotions we didn’t have to look far for the right content, we just needed to do it in the most engaging way.