F1 Australian Grand Prix
Case Studies, Corporate, Entertainment, Homepage, Lifestyle, Sports
The Formula 1 Australian Grand Prix in Melbourne is the opening race in the F1 season.
The strategy for the F1 Australian Grand Prix has evolved into offering a complete entertainment experience, with a packed on-track and off-track schedule of events. This year, entertainment included skateboarding legend 'Tony Hawk & friends', 'sounds on the circuit' with music artists including Bernard Fanning, Hoodoo Gurus, You Am I and Megan Washington, plus 'globe of death', high wire motorcycle act, packed autograph stage, flair moto trials , aerosol street art, freestyle football, a kids zone, air show and more.
ECAL was chosen to deliver for racegoers an easy way to plan your day at the track. Fans could choose the track schedule and the entertainment events that interest them, so they wouldn't miss a thing!
The F1 Australian Grand Prix 'box' widget was added to the home page of the Grand Prix website.
Thousands of race fans subscribed and created their own personalised race day schedule, with the most popular event calendars being the Track Schedule, Autograph Sessions, Tony Hawk & Friends and Sounds on the Circuit.
96% of users opted-in to receive further marketing information, enabling Grand Prix organisers to reach race fans on-track with precise marketing and promotional information.