How F1 revs up fan engagement—and why it needs to

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Revving up fan engagement

Oracle Red Bull Racing is focused on more than just podiums. The Formula One team has also developed an incredible strategy for engaging with their fans on a deeper level. It’s a strategy based on tactics—and technology—that other companies trying to build closer ties with customers can draw on.

On this first episode of our “Built to Win” docuseries about Oracle Red Bull Racing’s business and tech strategy, you’ll hear how the team thinks about fan engagement and why it’s so important. While hundreds of millions of people watch F1 races, most will never see a race in person. So Oracle Red Bull Racing tries to build digital connections to fans, including through The Paddock, its digital loyalty and rewards-based program.

The Paddock connects more than 250,000 members through videos, quizzes, and contests and provides exclusive behind-the-scenes access, enabling fans to interact with the team and build community with other fans. The docuseries also brings you inside the Make Your Mark competition, which allows Paddock members to compete to design the team’s livery for each of the three American Grand Prix—a first for F1.

Watch the episode

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How F1 revs up fan engagement—and why it needs to

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How F1 revs up fan engagement—and why it needs to

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