SEPT

2012INTERACTIVECD INCLUDED

20 tipsto keeping the pole position in a crowded market

fanzone

How a multi-pronged approach saved the day

On site and on target:

This is not your grandmother's website

PLAYING SMART

Racing to the nish in Monaco

PETAL TO THE METAL

Forget everything your boss told you

MEDIA BUYING FOR THE NEWBIE

How market analytics can save the day

CHECKING UNDER THE HOOD

IN THIS ISSUE: ARE YOU LISTENING? YES, A RADIO CAMPAIGN CAN STILL MAKE SENSE.

f1fanzone 01 / SEPT 201201 / SEPT 2012

f1fanzone02 / sept 2012

2075 University Suite 1201Montreal, Quebec.H3A 2L1, Canada+1 514 894 2244+1 800 986 9342

MONTREAL

41 Madison Avenue31st Floor

New York, NY 10010-011(646) 202-2683

NEW YORKDubai Airport Free Trade Zone 03rd East Wing Building 04th Floor, P.O.Box - 54620

Zip: 54620-011

DUBAI

head office

f1fanzone 03 / sept. 2012

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THE CHALLENGE

Successful branding is always a challenge for any company. The F1 FanZone had a long his-tory with a core group but needed to spread the word about their brand, increase users, and establish a fresh fan base. The targeted region was global: North America, the Gulf states, and parts of Europe and Asia.

But the core focus was really Monaco. Home of the F1, the hope was that if the F1 FanZone could establish itself as an integral part of the Formula 1 experience, than it would simply flow outward from there. All the heavy lifting had to be done in Monaco.

f1fanzone04 / sept2012

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THE CHALLENGE

The goal for the F1 FanZone was to es-tablish itself as the home for the hard-core fan base, promoting an image of insider access, VIP privilege, activi-ties, and street cred.

For both casual and serious F1 fans, the FanZone had to be the place to go for real information, happening con-versation, and insider scoops.

f1fanzone 05 / sept 2012

AATHE SOLUTION

A multi-pronged approach was deemed necessary in order to cast a net over the widest possible fan base in a short period of time: FanZone physical location, social media, pro-motions and contests, radio cam-paigns, on-site advertising, etc.

f1fanzone06 / sept 2012

ATHE SOLUTION

As a hub for sponsorship, the F1 FanZone was a new and unique opportunity for companies to make con-tact with a finely targeted and defined public. Be-cause of its proximity with the fan base, the Fan-Zone allowed sponsors to cleverly whet the appe-tites of dedicated fans, while at the same time entice new fans and families who just wanted a fun d

f1fanzone 07 / sept 2012

THE STRATEGY

TA

The location of the FanZone setup was the Place d’Armes Market in Monaco, the second-oldest district in the city.

RRaces were viewable live on giant HD screens; drivers made appearances to speak to fans and sign autographs; race simulators allowed fans to feel like they were in the driver seat; pit stop chal-lenges added excitement; activities aimed at kids brought in the whole ffamily; and music and live entertain-ment brought a sense of party and cel-ebration.

dedicated website was set up as a placeholder for information, discus-sion, image gallery (both user-generat-ed and official), race histories and pro-files. It was backended with a merchan-dise e-commerce option.

Feeding the website and looping back again were the social media platforms: Facebook, Twier, YouTube, Instagram. Each of these “tributaries” generated interest, pushed information, and touted promotions. Every out-message had a targeted sister-destination. A FacFacebook contest required users to tweet. A Twier promotion sent follow-ers to the YouTube pag

f1fanzone08 / sept 2012

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On the ground images were con-stantly being fed to the social media hubs. This was to promote both the race itself – the overall brand – and the FanZone location. The message was, if you love F1, you need to be at the FanZone.

A significant media buy was insti-gated for this campaign. Banner ads were placed on hundreds of target and related sites. Alongside prominent F1 FanZone branding, they took users to promotions and contests, ensuring that this con-vversion was sticky.

Brick and mortar banner ads were also placed in public trans-portation locations: bus shelters, busses, etc. It was calculated that over half a million passengers viewed the ads per week. Along with information, the ads includ-ed QR codes, which were scanned at a record number of over 10,000 scans per week.

09 / sept 2012

f1fanzone

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Hard copy flyers were distributed at vari-ous hubs - public transportation, concert venues, public squares, etc - to over 25,000 people. Click back from that was tracked at over 5,000 per week.

A radio campaign was launched that included a mix of short advertise-ments and on-air promotions and in-terviews. Up to 10 radio stations were partnered with, depending on the region, reaching between 1 and 2 mil-lion listeners at any given time. Feeback from interviews was immediate. The click rate to the website and the social media networks were immedi-ate. Participation in the on-air promo-tions measured at a conversion rate of 5 .

Effective monitoring and regular analysis meant that iNexxus was constantly puing new strategies on the ground. Because this cam-paign was multi faceted – physical location plus social media viral push – it was crucial that we were ableable to constantly tweak our mes-sage and approach on a daily basis.

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11 / sept 2012

THE

RESULT

f1fanzone

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12/ sept 2012

THE

RESULT