Snapchat enters the world of Formula 1 after winning a global deal to share exclusive content of this season’s Grand Prix Races.
Formula 1 is making a major move towards more digital marketing and it seems Snapchat will be getting the lion’s share. The company inked a deal that will see exclusive video content of the races shared on editorially curated Stories. For this, Snapchat will deploy a team of dedicated editors and producers around the world, to follow F1 and offer an insider’s perspective to its users.
The deal started this past weekend at the British Grand Prix, and will go on covering races in Singapore, Japan, the US, Mexico, Brazil and Abu Dhabi. The content created will be accessible to UK and US users only.
The newly appointed head of digital for F1, Frank Arthofer, explained the reasoning behind the brand’s strategy with Snapchat:
We need to continue to bring new fans to the sport – by reaching out to them on social media platforms with behind the scenes, fun and engaging content.
Snap’s popularity among the younger demographics was certainly one of the main aspects that brought Arthofer to consider an exclusive deal with the platform, as Formula One is keen to attract more Millennials to its sport.
The deal comes only weeks after Snap signed a massive $100 million deal to bring TV-like shows from Time Warner to its platform.