Formula E Partner With Facebook to Enhance Content and Engagement Levels
October 20, 2015
Formula E have announced a new collaboration with Facebook to create increased levels of exclusive content and opportunities to engage with drivers, teams and events taking place throughout the course of each race.
The season-opener will be the first-ever motor race to be streamed live via the social media giant and is the latest addition to Formula E’s digital portfolio. The collaboration is expected to give fans various tools to engage with the events.
Ali Russell, Director of Media and Strategic Partnerships at Formula E, said: “We are thrilled that Facebook has decided to work with Formula E in this landmark agreement. We believe that live streaming the Beijing ePrix to our fans in Spain is a milestone in establishing Formula E as a pioneering digital brand and is the latest in a series of key developments in terms of our social reach.
“Formula E is a pioneering motorsport championship that is striving to engage a new type of fan, and working closely with innovative and creative partners such as Facebook is essential in establishing the brand across the globe.”
Patrick Chapman of Facebook Sports Partnerships siad: “Formula E have taken a comprehensive approach to offering fans racing content through innovative ways.
“They’ve prioritised new programming formats that are optimised for the way people enjoy content on Facebook.”
Olly Howick, Account Manager at digital sports agency WePlay, believes the deal will allow Formula E to reach a far wider audience than they did in their first season.
Speaking exclusively to iSportconnect, he said: “Formula E’s partnership with Facebook will open opportunities to reach an audience far larger than during the championship’s first season in 2014/15. Looking at this year’s Superbowl as a potential example of what to expect from Formula E, NBC Sports’ partnership with Facebook saw an immersive second screen experience provided to fans thanks to Facebook supplying a wealth of content and conversations around the build up to the action.
“With the exclusive live content available from the Formula E drivers and teams being pushed as a priority by Facebook, to its 650 million-plus sports fans, the opportunity for fan engagement is nigh on endless.
However, Olly believes Formula E could be risking losing its younger audience if it doesn’t adopt a wider digital strategy.
“Formula E’s partnership with Facebook does leave one question, however. What of the wider digital strategy?” he added.
“Considering we know that while Facebook has the largest user base, the younger audiences in particular have been focusing their attention on platforms such as Instagram and Snapchat.
“Last season for example we saw Formula E execute a campaign on Twitter with ‘Power Boosts’ being made available for the drivers receiving the most mentions from the audience watching at home. If Formula E can follow up on this type of innovative activity across the wider digital landscape and connect the dots with their Facebook partnership, we may begin to see the sport penetrate into new markets and younger audiences.”