Brief:
after winning a global rfp We were called to create a single digital destination that converts engaged mercedes amgF1 followers into an always-on community.
after winning a global rfp We were called to create a single digital destination that converts engaged mercedes amgF1 followers into an always-on community.
The platform needed to serve fans with different appetites, from technical obsessives to casual ‘Drive to Survive’ newcomers, and reward them with content, exclusives and brag-worthy moments that extended well beyond race day.
Response:
The new site was based on reflecting the current location and status of the team, bringing fans closer to one of the world's greatest sporting machines like never before.
Built using Contentful and Netlify, the destination was designed around three core principles: remove the barrier between fans and the team; lead with exclusive, unexpected content, and give fans something to shout about.
The new site was based on reflecting the current location and status of the team, bringing fans closer to one of the world's greatest sporting machines like never before.
Built using Contentful and Netlify, the destination was designed around three core principles: remove the barrier between fans and the team; lead with exclusive, unexpected content, and give fans something to shout about.
Every feature was engineered for daily use, from killer stats and stories to team news and hero moments, all tailored to the tribe each user identifies with.
Results:
The platform deepened and continues to deepen loyalty, grow the CRM, and increase fan engagement off-track.
The platform deepened and continues to deepen loyalty, grow the CRM, and increase fan engagement off-track.
36%
Increase in fan engagement YoY
Increase in fan engagement YoY
22%
Increase in views during non-race days
Increase in views during non-race days
150K
New CRM sign ups
New CRM sign ups
55M
Unique fans reached
Unique fans reached
