Putting engagement
on overdrive

An international racing giant
accelerates the path to
digitally-driven revenue

Brand and Creative Services

Engagement went digital during the pandemic. It was time to rev up the multi-channel engine to get fans back to the race.

This historic motorsport event in the APAC region had traditionally relied on physical engagement. After the pandemic, fans had shifted gears to digital modes of interaction, and Infosys Aster’s creative engine was ready to take the race to them.

Redesign to put ticketing in pole position:
With race day attendance being the primary objective, the web interface and information architecture were overhauled to simplify the ticketing journey.

Steer the audience to the experience:
To create affinity among a younger fan base, the creative strategy was to blend cultural markers including music, fashion, and film into offline advertising and digital promotions.

Go full throttle on long-tail content:
Building anticipation months in advance required curation by interests and then targeting by location pre, during, and after to activate varied audience segments.

A podium finish for digital performance

In just a four-month window, we brought high-velocity delivery to web presence, media targeting, and social content. This helped spike web traffic by 218% before the race, while turning the wheels towards long-term loyalty for a larger fan base that sees the event as a must-have on their calendar.

3+ million
unique digital visitors for a 200% increase

420,000 attendees
to make it the highest in the event’s history

$171 million
of value in economic impact for the state

Key Takeaway

Sports marketing campaigns can often gravitate towards the standard playbook of hype reels and celebrities. Digital offers precision amid the noise for brand teams: helping them think beyond just getting advertising done to influence ticketing outcomes and fan experience as well.