From Grand Prix to Grand Impact: How Marketers Redefine Audience Engagement at F1 in Las Vegas

Formula One sponsorships ranging from 1 million to over 50 million saw brands like TMobile and Puma hosting overthetop experiential events For example TMobile had a mini race track and experience in their store while Puma advertised heavily on The Sphere including a CGI experience Celebrities like Rihanna Paris Hilton Brad Pitt and others added star power to the event And in an amp8220only Vegasamp8221 moment Elvis impersonators greeted every driver in front of a miniature amp8220Welcome to Fabulous Las Vegasamp8221 signAmidst the glamour Brand Innovators a network of senior brand marketers hosted a twoday marketing innovation summit at the McLaren and Vista Las Vegas venue at Draiamp8217s Nightclub The event featured a fireside chat with former driver and F1 legend David Coulthard and insights from Clevel executives at Puma Fanatics the Las Vegas Aces The Las Vegas Raiders Hilton TMobile and othersOne panel was amp8220Connecting with Gen Z through Brand Purpose ampamp Authenticityamp8221 The panel was moderated by Meaghan Nelson Executive Director of Social Networks at Brandwatch and featured Jayson Atienza Founder and Creative Director at Studio Atienza Marco Nazzari Director of Marketing Brand and Business Intelligence at FIFA Karishma Rahman Senior Director Global Brand Marketing Paramount and Oliver Trevena Founder at CaliwaterThe panel shared strategies that define their approach to engaging with audiences especially the dynamic and socially conscious Gen Z demographic The conversation highlighted three key points the importance of authenticity understanding Gen Z values and embracing diversity and usergenerated contentThe Essential Role of AuthenticityIn the saturated market of celebrityendorsed products Trevena emphasized the power of authenticity Caliwater is Trevenaamp8217s newest endeavor cofounded with actor Vanessa Hudgens The lowsugar alternative to water also has a bevy of celebrity investors who believe in ecofriendly activism and productsamp8220The celebrity partnerships are an authentic connection that resonates with consumers particularly the discerning Gen Z audienceamp8221 said TrevenaFor sponsors F1 provides a unique way to align with the passion points of its diverse and global audience through both onsite and digital activationsOne way Paramount does this is by aligning the content featured Rahman shared that the content featured at each F1 race is different and curated based on authentic listening For example for the race in Brazil Paramount featured Bargain a Korean language show because thereamp8217s a massive Kpop fanbase there For the Las Vegas Grand Prix they featured Lawmen Bass Reevesamp8220Trust your vibe Trust your tribeamp8221 Rahman stated as a crucial step in listening authenticallyUnderstanding Gen Z ValuesThe second central point discussed was the need to understand Gen Z values The panel recognized the importance of staying connected with this generation which values community social consciousness and engagementCaliwater does this through cause marketing efforts for No Kid Hungry Their genuine commitment to values is crucial for staying ahead in a market saturated with traditional marketing tacticsamp8220If you believe in it and you39re truly a part of it then the messaging just comes the content is easyamp8221 said Trevena whoamp8217s been an ambassador for the global nonprofit Not for Sale for sixteen yearsAnother way to connect with Gen Z is by creating spaces for participation and community prideAtienza highlighted his partnership with Hennessy which has helped to successfully refurbish multiple courts across the globe turning them into spaces where community art and sport seamlessly intertwineEmbracing Diversity and UserGenerated ContentThe third key topic was the importance of embracing diversity and usergenerated content UGCAs the youngest and most economical partner of Formula One some questioned if Paramount was the right fit Rahman got her answer after the first practice on Thursday night came to a grinding halt due to a loose water valve cover that badly damaged Carlos Sainzamp8217s Ferrari Fans quickly turned to social media and created memes of the incident featuring Teenage Mutant Ninja Turtles one of Paramountamp8217s shows peeking out from underneath the cover amp8220The UGC affirms why weamp8217re hereamp8221 said RahmanGiving Gen Z ownership while staying authentic to brand values is an imperative way to engage younger demographics Studio Atienza did this with a mural that Atienza created in black and white Students and teachers then colored in and completed the mural to viscerally amp8220Make Their Markamp8221In the digital age connecting authentically with Gen Z remains a challenge However as Nazzari noted quotDiversity is always on the agendaquot reinforcing the commitment to an inclusive and authentic approachPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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From Grand Prix to Grand Impact: How Marketers Redefine Audience Engagement at F1 in Las Vegas

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Brandie Feuer

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From Grand Prix to Grand Impact: How Marketers Redefine Audience Engagement at F1 in Las Vegas

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