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- Tracking: Month 3 Fan Engagement Update
Tracking: Month 3 Fan Engagement Update
Who's been sharing what, three months into the F1 season
Georgia Carroll
June 17, 2024
Somehow we’re already three months into the Formula 1 season, which means it’s three months since I began tracking the fan engagement efforts of the ten Formula 1 teams (time flies when you’re having fun!).
This month has taken us through races seven, eight and nine of the year. Let’s see how the teams have used the opportunities to engage with their fans through pre-race content, weekend updates, and race recaps this time around.
Note: This data does not include videos shared solely to social media (i.e. Instagram Reels, TikToks, etc) because I am one person manually tracking everything. In the future I’m aiming to do a post on social media content, but at this stage I don’t have the capacity to count and analyse each one as part of this update.
This data is as accurate as possible to the 11th of June 2024 (AEST).
The Fan Engagement Championship - Month Two
The positions moved in these rankings are based on my month two evaluations of each team. You can also see my month-one evaluations of each team, as well as my day-one evaluations here.
P1 - Williams (-)
Overview
It’s been a bit of a rollercoaster month for Williams on track, with points scored…followed by a double DNF. Off the track, however, they continue to smash the fan engagement game.
Newsletters sent: 38
Sales-Specific newsletters: 12
Driver Videos
Williams have kept up their consistency with their driver-led Team Torque, releasing a video each race week.
This month, we got two videos featuring Alex and Logan, and one with Alex, Logan and James Vowles.
Technical comms
The Williams Warm-Up:
What: Before each Race, Williams release a video featuring Team Principal James Vowles along with other miscellaneous members of the technical team to provide a preview of the weekend ahead.
Where: Youtube, their app and website
Race Commentary
What: Live updates during each session of a race weekend
Where: Their app and website
The Vowles Verdict:
What: Following each race, Team Principal James Vowles records a video discussing how the race went and answering fan questions.
Where: Youtube, their app, website
Reports:
What: Written recaps of each day of a race weekend
Where: Website and race day recap shared via email
Bonus
History in the Making NFT Collection
As I explored in my post on digital collectibles, May saw Williams launch their limited edition “History in the Making” free NFT collection.
Fan Friday:
P2 - Red Bull (-)
Overview
Overall, a reasonably straightforward fan engagement offering from Red Bull. A fair chunk of newsletters, driver videos, and ongoing touchpoints via their “The Paddock” fan club.
Newsletters sent: 10
Sales-specific newsletters: 1
Driver Videos
Red Bull have shared four driver-focused videos on their YouTube page this month, which isn’t too shabby.
Technical Comms
Talking Bull Podcast
What: The return of their podcast featuring interviews with key team members
Where: Podcast platforms
Driver Recaps:
What: Video recaps from Max and Checo
Where: Website, email
Previews:
What: Written previews of a race weekend
Where: Website and via email
Reports:
What: Written recap of the race
Where: Email and website
=P3 - McLaren (+1)
Overview
McLaren have upped their fan engagement game this month! Maybe it was the high of a Lando win in Miami, but I’ve been impressed with what they’ve been sharing across multiple touchpoints.
Newsletters sent: 12
Sales-specific newsletters: 5
Driver Videos
McLaren have massively upped their output of driver videos, going from one non-Youtube short featuring the drivers last month, to five this month.
Technical Comms
What: An “anonymous” contributor to the McLaren commentary feed, answering fan questions (although the hashtag on Twitter seems quite quiet of late)
Where: The McLaren app
Reports:
What: Written recaps of each day of a race weekend
Where: Website, and race-day recap sent via email
Race Commentary:
What: Live updates during each session of a race weekend
Where: Their app
Bonus
Race Rewind NFT Collection:
Like Williams, McLaren also launched a free NFT collection this month.
Fan social media highlights:
=P3 - Ferrari (-1)
Overview
Ferrari have had a rocky month on track, but while they’ve dropped a place in my fan engagement rankings, they’re still doing a good job of reaching fans across multiple touch-points and with driver-centric content.
Newsletters sent: 20
Sales-specific newsletters: 14
Driver Videos
Six videos featuring Charles and Carlos were shared across Youtube and the Ferrari app this month, including the Full Access video behind Charles’ long awaited Monaco win.
Technical Comms
Previews:
What: Written previews of a race weekend
Where: Website and via email
Race Commentary:
What: Live updates during each session of a race weekend
Where: Their app
Reports:
What: Written recaps of the race
Where: Website and via email
P5 - Aston Martin (-)
Overview
Again, Aston Martin are trundling along in the middle of the pack. Their fan club program I/AM has potential, but I’d just love to see it used on a more international scale, and with more content from their drivers.
Newsletters sent: 9
Sales-specific newsletters: 3
Driver Videos
As part of their partnership with Valvoline, this month Aston Martin shared a mini documentary-style video featuring Fernando Alonso.
Technical Comms
Mike On:
What: A newsletter sent each race week from Team Principal Mike Krack
Where: Email and website
BTS Content:
What: Interviews and behind-the-scenes content with their non-driver team members.
Where: Website and Youtube
Reports:
What: Written recaps of the race
Where: Website and email
P6 - Mercedes (-)
Overview
I received fifteen emails from Mercedes this month, and none of them told me anything about the team. They’ve also found themselves in some very hot water after some recent actions on social media…but that’s a post for another day. Anyway, that’s all to say Mercedes are only in P6 here because they have a decent output of technical communication, and they need to start upping their game.
Newsletters sent: 15
Sales-specific newsletters: 15
Driver Videos
N/A
Technical Comms
Race Commentary:
What: Live updates during each session of a race weekend
Where: Their website and WhatsApp channel
Akkodis Race Debrief:
What: Videos from James Allison and Andrew Shovlin debriefing the race and answering fan questions
Where: Youtube, social media
Reports:
What: Written recaps following quali and the race
Where: Website
Team Content:
What: Articles featuring non-driver members of the Mercedes team to highlight their roles
Where: Website
P7 - Haas (-)
Overview
Once again, a very straight-forward offering from Haas.
Newsletters sent: 8
Sales-specific newsletters: 1
Driver Videos
N/A
Technical Comms
Ayao’s Monthly Update
What: Ayao’s back with his third monthly update, recapping what’s been happening at Haas in recent weeks.
Where: Email
Previews:
What: Written previews of a race weekend
Where: Website
Reports:
What: Written recaps of each day of a race weekend
Where: Website, and race-day recap sent via email
P8 - Visa CashApp RB (-)
Overview
We’re now six months into VCARB’s life as VCARB, and I’m still no closer to understanding who they’re trying to be. Fans can’t connect if you don’t give them a clear identity and engagement strategy, and I can’t help but feel like they’re quickly missing the boat.
Newsletters sent: 7
Sales-specific newsletters: 0
Driver Videos
Another month and still no “The Garage” Youtube series, which continues to baffle me.
However, this month we did see two videos from VCARB - one “All Access” Miami video, and one Italian food-tasting test.
Technical Comms
Previews:
What: Written previews of a race weekend
Where: Website
Reports:
What: Written recaps of each day of a race weekend
Where: Website (and occasionally via email, but not consistently)
P9 - Stake F1 Kick Team Sauber (-)
Overview
Sauber still hasn’t managed to find their groove when communicating with fans outside of social media. They’re starting to develop an identity, but if you’re not following them on social, much like VCARB, it’s hard to connect and build a relationship with them. I’m also at the stage where I’m willing to write their newsletters for free, just so they have one.
Newsletters sent: 0
Sales-specific newsletters: 0
Driver Videos
Sauber are currently smashing it in the social video game…however as noted at the beginning of this post I’m not looking at those for these updates. Thankfully, a few make their way over to Youtube to show the personality of their drivers (while they have them!). I promise an in-depth look at Sauber’s social media is coming soon!
Technical Comms
Previews:
What: Written previews of a race weekend
Where: Website
Reports:
What: Written recaps of each day of a race weekend
Where: Website
P10 - Alpine (-)
Overview
Another month of messy fan engagement from Alpine (which also matches their messy, messy month on track!). Like Sauber, I’m willing to offer my newsletter writing services to Alpine for free.
Newsletters sent: 0
Sales-specific newsletters: 0
Driver Videos
Race previews featuring the drivers doing simulator track laps.
We also had a sponsored video featuring Pierre and a French skateboarder
Technical Comms
Recaps
What: Recaps of the actual Sunday race, with no reports on qualifying or practice sessions.
Where: Website
Bruno Famin Column
What: Team principal Bruno Famin sharing his thoughts on their (not so great) start to the season
Where: Website
Nine races in to the twenty-four race season, and it feels like the teams have very much settled into their fan engagement rhythms for the year, with little changing month-on-month.
My team-by-team deep dives will be starting in the coming weeks, and despite the same-same, I’ll be keeping up these overviews each month. Do let me know if there’s something you’d specifically like me to explore!
ps. A reminder that I’m currently running a fan engagement survey, and would love it if you took the time to take part!