The document outlines Red Bull's strategy to engage Indian Formula 1 fans through their digital channels and promote their brand. It discusses plans to seed content on forums and social media to start conversations, run contests on their microsite and app to generate traffic, create a Facebook event page to promote their event, and excite fans through videos and user generated content. The results included thousands of engaged fans, high viewership of videos, and strong search engine results that helped own the India F1 story on digital platforms.

2. OWN THE INDIA F1 STORY
IN THE FACE OF STIFF COMPETITION FROM
FORCE INDIA & VODAFONE MCLAREN MERCEDES
The Objective

3. Race Strategy
Involve Race fans. Tell their Stories. Make them our story-tellers.
Engage Educate Excite

4. Pit Stops

5. Fuel Mixture
Seed content to influencers & fans. Initiate conversations. Steer traffic.
Seed Converse Steer

6. Traffic
Content
Content
Conversations
Content
Content
Traffic
Traffic
Conversations
Conversations
Content Traffic
Traffic Content

7. Traffic
Content
Content
Conversations
Content
Content
Traffic
Traffic
Conversations
Conversations
Content Traffic
Traffic Content

9. Engage

11. Timelines
• WEBSITE LIVE DATE
– Phase1: Registration page live date - 4th July
– Phase2: Upload + Collect votes – 15th July
• FACEBOOK EVENTS PAGE LIVE DATE: 1st July
• TWITTER ACTIVATION: 1st July onwards
• Social Media Seeding
– Phase1: Video Seeding: 4th July – 19th July
– Phase2: Content seeding: 20th July – 5th August

12. Microsite
redbull.in/racingcan
Contestants earned
their Wings!

13. The App
Final Grid positions for the
races decided by the Voting &
Sharing App we created.
Contestants could upload pics,
view other pics & also ask their
friends to like it through
Facebook Connect experience.
A ‘Share’ button was added to
the Micro-site, for contestant to
share their creation in turn to
get their friends to vote for
them.

14. Twitter
#REDBULLRACINGCAN
was created and TWEEPS
were motivated to
participate.
Incentives
Meet the RBR Driver &
Race at Milton Keys

18. Facebook Event Page
Focus
ACTIVE FAN BASE of
Engineering, Automobile
& Red Bull fans across
India.
Specific Targets
India RC, Hobby Central,
India Motorsport, Gear
Heads, AUTOCAR India,
123 Engineers 30 other
groups.
Impact
15000 Fans Invited
4000+ Confirmations

19. PROMOTIONS RESULTS

21. Discussion Forums
Micro-seeding in
discussion forums related
to Engineering & Racing
Active conversations and
not just spam posts
Reaching out to specific
groups in individual cities

22. Seeding in Event Forums & Sites

23. RESULTS

25. Microsite Views: 6696 / Website Views: 35,500
Invited: 15000 / Confirmations: 4000+
RB Tweets: 119 / Fan Tweets: 74
Registrations: 510 / Uploads: 290

26. What Worked
• Strong SBM & WTM support leading to repeat visitors
• Single Destination: REGISTER, DOWNLOAD, UPLOAD, VOTE & VIEW
• Daily updates on the Red Bull Racing Can event helped spread awareness on
Facebook Events page.
• Targeted approach on Seeding across set of colleges/engineering forums present
on social media that augmented further involvement from our TG.

27. Educate

29. Objectives
Engage with the blogger
community
Embed with Red Bull Racing
Influence, engage & educate
audiences about F1
Build support for the Red Bull
Racing Team.

31. Assets
Redbull.in/bloggerhunt

32. Assets
Facebook Tab
Posts

33. We targeted blogs, over 45 forums and more than 60 Facebook groups, and
used Twitter to engage with opinion leaders, thus driving participation.

34. Sample Posts on Forums

35. 75 really high quality entries
RESULTS

36. Meet the Red Bull Blogger
R SENTHILKUMAR
Karthikeyan‟s manager from „04-07 . Blogs for Yallaf1.com,
indiatimes.com/f1blogs, bleacherreport.com & his personal blog

37. His Work
12 blog posts across F1 sites
3- Speed Street Articles
9- Khardung la Reports

39. Results
5 pages of Google Search
Results.
Blogger Reports showcased
on Yallaf1.com and many
other f1 related websites

41. Made-over the website…

42. Content Seeding: F1 News

43. Content Seeding: RB Driver Profiles

44. Content Seeding: Race Related Events

45. Content Seeding: Race Related Events

46. Facebook Event Page
Objectives
Activate Red Bull fan
base
Inform them of date &
venue to drive
participation
Constant FB content &
engagement
Platform to whip up
excitement &
discussions on
Facebook

47. Content

48. Posts on the global Red Bull FB Page

49. Video Content
4 promo and teaser videos.
4 videos during the event.
Seeded on YouTube,
Vimeo, Dailymotion and
Metacafe.

50. Fan Reactions

51. Fan Uploads: FB Event Page

52. RESULTS

53. Fans: 5091 / Comments: 648 / Likes: 6882 / Shares: 1382
Fan uploads: 146
420 tweets / 447,726 impressions / 93,102 unique users
53,000 views for all videos
45 pages of results + 9 pages on video search

54. Excite

56. “Congratulations Neel…”

57. We created an F1 tab on redbull.in to host articles,
videos, photo galleries and drivers‟ blogs…

58. Content Seeding: Pictures

59. Content Seeding: Site Posts

60. Content Seeding: Facebook Posts

61. RESULTS

62. Google Search:
53 + Pages

63. Google Video Search: 5+ Pages

64. 4,40,000 Impressions
40+ UGC video uploads / 110,000 + views
Almost 60 pages of results

74. Content Seeding: Site & Facebook Posts

76. Redbull.in Analytics
• Period: 25th Aug-7th Nov (70 days)
– Page Views: 193,184
– Visitors: 95,842
– Average Time Spent: 4:40
– Average visits per day: 1,426
– Page Views per visit: 1.86
– New visitors: 82,577

78. And terrific Twitter engagement!