F1 has today announced a new partnership photo/video sharing site snapchat to bring exclusive content to fans.
This is the first time Formula 1 has partnered with a big digital platform as part of Liberty Media’s ongoing push to engage fans as much as possible.
It will work by using Snapchat’s Discover section, the Our stories feature more specifically.
The ‘Our stories feature allows users to share their pictures from the same place or event in one big public collection. Giving different perspectives from every angle.
It will begin at this weekend’s British Grand Prix and be used again at Singapore, Japan, USA, Mexico, Brazil and Abu Dhabi.
“This is the first step towards expanding our social media strategy,” said Frank Arthofer, (Head of Digital and New Business, Formula 1).
“Right from the start, we have said we want to work with partners to bring fans closer to the amazing show that is Formula 1, an incredible mix of technology and individual talent – and Snap fits that bill. We need to continue to bring new fans to the sport – by reaching out to them on social media platforms with behind the scenes, fun and engaging content. Snap’s platform is one of the most popular among ‘millennials,’ a sector we are particularly keen on attracting, as it represents the future of our sport.”
Snap Inc’s vice president of partnerships ‘Ben Schwerin’ said: “We want to work with the most iconic sporting organizations in the world, that are beloved by our global community of passionate and highly engaged fans – and working with Formula 1 has been at the top of our wish list for a long time. Our goal is simple – we want to make being a fan more fun no matter where you are and Snapchat offers unique and creative ways to experience it with their closest friends. We are honoured to be the first platform they are partnering with, and are excited to start offering their teams, partners and advertisers an opportunity to reach millions of Snapchatters around the globe.”