ABOUT

OVERVIEW

We created a real-time, social/ mobile activation for Lewis Hamilton’s build up to his F1 World Championship win in Abu Dhabi. We built a mobile web app that recorded and submitted footage from millions of Lewis fans all over the world in real-time. The footage was used to create and release a film hours after the race.

AIMS

– Capture a global fanbase experiencing a historic sporting moment together with Lewis.
– Deliver a real-time social/ mobile activation that culminates in an emotive film piece.
– Celebrate the diversity and passion of Lewis’ fans.

APPROACH

Through a socially driven mobile web app, we invited Lewis’ 7 million+ fans to capture their experiences leading up to and during the World Championship race in Abu Dhabi. The footage was instantly submitted; allowing us to create and release daily films.

The app allowed us to set responsive video challenges; reacting to real-time events over the race weekend - directing fans to tell the story. The final race film was a moving, never seen before portrait of a global fanbase experiencing an epic moment in history together.

From Thursday, films were created daily to show the build up, Qualifying and most importantly the Championship deciding race - all from the fan’s point of view. The film series was supported by streams of bite-size social content, including a series of daily Instagram video teasers, and fan-focused images and quotes.

An ‘always on’ social strategy was deployed across four fanbase channels, supporting and maintaining authenticity across Lewis’ own channels. Social outreach was also undertaken as a continuation of a wider social strategy around ‘#TeamLH’, ensuring key fans and influencers were involved as co-creators and ambassadors of the project.

RESULTS

The final film gained over 1 million views in half a day on Facebook alone. The hashtag #TeamLHmovie had a reach of over 14 million during the seven day activation. The project was covered by several national media outlets including The Telegraph, BBC Sport, Daily Mail and Metro.

“For my fans, I always say we win and we lose together. We’ve asked for a series of clips from fans this week and when I saw it, something happened in my heart”. - Lewis Hamilton

During the F1 World Championship post-race press conference, 23.11.14