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Delivering a global digital platform to make fans feel valued and rewarded

Mercedes-AMG F1

We’re on a journey to provide fans access to the greatest sporting machine in the world.

  • Challenge
  • Response
  • Results
Mercedes-AMG F1
Delivering a global digital platform to make fans feel valued and rewarded

Services:

Strategy, Experience Design, Build

Live site:

mercedesamgf1.com

Challenge

Providing fans access to the greatest sporting machine in the world

Mercedes-AMG F1 has 30M+ followers on social, but no owned space to grow deeper fan loyalty.

 

We were challenged to create a single digital destination that could turn engaged followers into an always-on community. The platform needed to serve fans with different appetites, from technical obsessives to casual ‘Drive to Survive’ newcomers, and reward them with content, exclusives and brag-worthy moments that extended well beyond race day.

Response

We armed Mercedes-AMG F1 with a digital platform that brings fans closer to the greatest sporting machine in the world

Built using Contentful and Netlify, the site was designed around three core principles: remove the barrier between fans and the team; lead with exclusive, unexpected content; and give fans something to shout about. Every feature was engineered for daily use, from killer stats and stories to team news and hero moments, all tailored to the tribe each user identifies with.

Results

The drive to thrive
The platform deepened loyalty, grew the CRM, and increased fan engagement off-track

36%

Increase in fan engagement YoY

22%

Increase in views during non-race days

150K

New CRM sign ups

55M

Unique fans reached

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