Formula 1: My F1 fantasy

Formula 1, the motorsports brand, used a targeted email campaign to drive engagement and retention among players of its F1 Fantasy game.

F1 Fantasy is played weekly across the season, but fans always want more. F1 saw a way to address challenges around low engagement and player retention.

Strategy

As the season progresses, engagement rates drop off. When the season ends, they drop away fully, leading to lower retention levels for the following season's game and extra effort to re-acquire more players.

In F1, the knowledge is driven by data when only those who can understand the track nuances, car set-up, team dynamics and a plethora of factors stand a chance of winning.

Knowing that this competitive group would enjoy reflecting on...

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