PUSH LIVE London

ABOUT

ORBR wanted to cut through the noise of algorithms, advertising and paid media, to shake up the traditional F1 season launch and the prevailing social media content model. PUSH Live and ORBR reimagined social media engagement for a launch event, targeting a broader social audience by using fans’ personal channels and networks to evangelise their 2022 story. This was organic, two degrees of separation audience targeting. Together, using the power of ‘fandom’ to build a network of fan-powered broadcasters, PUSH enabled ORBR to target audiences across a plethora of social media platforms in 156+ countries.

By empowering people with brilliant content and cutting-edge digital tools, PUSH Live targeted fans’ ‘friends, followers and family’, using their passion to drive engagement and conversation – transforming their loyal (passive) fans into trusted brand guardians and promoters. Leveraging the power to tell ORBR’s story, their way, through their own social channels, the immediate social media explosion carried the 2022 launch event well beyond any existing fan base and out into the far-reaching corners of the social media world.

The target audience for this brief included ORBR brand advocates, hardcore to casual Formula 1 fans, sports fans, gamers, and a range of social media users from Facebook all the way through to TikTok.

At 4pm on 9th February 2022, over 6,400 fan channels burst into life - simultaneously streaming 65 different event versions live, across their social channels, all securely connecting the content directly to their channels via PUSH Live’s sophisticated and unique cloud-based technology.

We truly broke the mould with this fan-first season launch event - sparking a fan-powered social media explosion:

• Fan applications to co-host – 33,000+ (within first 48 hours)
• Unique social channels participating – 6,400 (world-record)
• Sign-ups to ‘The Paddock’ – up 180% vs. KPI target
• Unique show versions broadcast – 65
• Countries participating – 156
• Media spend - £0!
• CRM email - 28% open rate of (24.8% click through rate)

Social media stats:

• 5.77m live views with 121m live impressions
• 9.2m views (total views across campaign)
• 331m impressions (7-days post show)
• Trending #1 on Twitter and YouTube

We transformed loyal but passive fans into fully engaged brand advocates - helping Red Bull reach a vast live global audience and bringing a new legion of fans on board for the 2022 F1 season, without a cent spent in paid media.

MADEIT CREDITS

  • Oracle Red Bull RacingClient
  • Adam BathSocial Media Coordinator
  • Ady EatonHead of Development
  • Andy ClarkeCRM Manager
  • Ben HarrisPartnership Manager
  • Caroline WhiteMarketing Operations Manager
  • Caz BucklandHead of Fan Engagement
  • Colin O’DonnellHead of Post-Production
  • Davina JethwaProduction Assistant
  • Hayley LonghurstDirector of Marketing Operations
  • Jamie FoxHead of Communications
  • Jayvic PatelDigital Experience Manager
  • Katie EasonProduction Manager
  • Kelly BrittainBrand & Campaigns Director
  • Larry GaleHead of Production Network
  • Lauren DavisonProduction Assistant
  • Lauren MellmanClient Services and Strategy Director
  • Mark BishopDirector of Content and Live
  • Matt CamlinEditor
  • Nathan ZerafaVP of Product
  • Olly HughesCMO
  • Phil TuckerFounder
  • Sarah FaseySocial Media Coordinator
  • Sid HargisHead of Digital Strategy
  • Simon HoskenCFO
  • Simon Smith-WrightCEO
  • Steve GarlandHead of Content & Social
  • Steve NashContent Manager
  • Tom GuestSocial Media Channel Manager
  • Zoe ChiltonHead of Partnerships
  • * Steve MunachenCreative Director
  • * Simon TuckerCTO
  • * PUSH LIVE
  • * Katie O’TooleHead of Audience and Insight
  • * Paul GarrettBrand Designer
Annual 2022 BronzeOracle Red Bull Racing x PUSH LiveDigital Annual 2022 BronzeOracle Red Bull Racing x PUSH LiveRebel Contributor:

PUSH LIVE has been a Contributor since 25th November 2015.

Invite x3

Oracle Red Bull Racing x PUSH Live

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