Brand: Formula 1
F1 is one of the world's most successful sports entertainment brands, boasting 503 million fans globally, but if you ask them what they find most exciting about the races, you'd be hard pressed to get a meaningful answer beyond crashes and overtakes. This makes it a particularly tricky audience to grow. As we know from our previous work in pinpointing the appeal of F1, it's a task that involves modernising the sport and attracting younger audiences, while maintaining its heritage and staying true to its core essence. In order to do that successfully, you need to understand your fans completely.
In 2017, F1 approached Flamingo to help it understand how to grow in the right way. In order to do that, Flamingo first had to understand the true nature of its appeal. As part of this work, we explored and documented F1's various online communities.