Live content agency PUSH LIVE provided the strategy and technology which saw Red Bull Racing’s RB18 car launched across 6,400 social media channels at once.
Oracle Red Bull Racing has unveiled the team’s RB18 Formula 1 racing car, with the world’s largest ever simultaneous livestream to more than 5.7 million fans across the world.
Over 6,000 fans were selected from a group of 34,000 to broadcast the event simultaneously on their social channels, using streaming technology provided by creative agency PUSH LIVE which devised the audience engagement strategy.
The huge broadcast and social event, part of a strategy of putting fans at the centre of the team’s racing experience, was simultaneously streamed on fan channels across Meta, Twitter, Twitch, YouTube, TikTok and LinkedIn, generating more than 121 million impressions.
The show was broadcast in four languages and fans and commercial partners were able to choose from more than 65 pre-set customisations to tailor the live stream to their channel audience.
The show clocked up over 9.2 million views in its first seven days, with 331 million impressions across all platforms, and resulted in Oracle Red Bull Racing’s loyalty programme, the Paddock, more than doubling in size.
The show was broadcast in 156 countries, with a third of all live streams hosted in Mexico, home country of team driver Checo Perez. The Netherlands, UK and US also played host to multiple live streams due to a growing number of supporters in the regions.
There was significant engagement with new audiences, with 75% of views coming from fan, friend and family channels rather than Oracle Red Bull Racing’s own channels.
Oliver Hughes, chief marketing officer of Red Bull Racing, commented: “Oracle Red Bull Racing has always been at the cutting edge of technological innovation on track and this years launch is a demonstration of how we apply this innovation to our marketing. Fan engagement is a core part of what we do and there’s no truer expression of that than letting our fans present and curate the launch of the RB18.”
Phil Tucker, cofounder and director at PUSH LIVE added: “Our unique technology gives us the power to invent new audience engagement strategies and create compelling digital moments. For Oracle Red Bull Racing we created a campaign that enabled them to connect with their fan base and, instead of asking them to follow, gave fans the opportunity to lead.”
Reference : AVinteractive
