F1 Unlocked

Formula 1 saw a meteoric ascent to reach more than 700 million fans globally within four years, growing the size of its database by 833% in the process. With fan data increasingly valuable to F1, the challenge was to accelerate sign-ups and opt-ins even further.

We launched a new free-to-use fan membership platform designed to bring fans closer to the drama and excitement of F1 through better experiences, content and rewards.

• Grew the database 27% above target

• Increased opt-ins by 33%

• Achieved a 9.2/10 engagement rating

• Won gold at the DMA awards