Reaching Fans, Wherever They Are.

The Formula 1 Australian Grand Prix’s physical event has traditionally served as the primary engagement for fans, but the pandemic put the proverbial brakes on it for two years running. With the return of the event in 2022 we saw ticket sales break records, selling out in under 8hrs and exploding beyond 420,000 people attending the 5 day event, In 2023 we had an opportunity to come back with an even bigger bang, knowing we had a chance to engage wider audiences, and entice new fans, especially those on the peripherals of Motorsports and live entertainment.

The Australian Grand Prix’s expanded digital presence is all about audience engagement.

We wanted to engage audiences and fans with all kinds of experiences, from F1 Die-hard fans and beyond the sport itself. The F1 AUSGP is more than a race. It’s a festival and the crown jewel of Melbourne and Australia, bringing hundreds of millions of dollars into the Victorian economy.

2023 was fan engagement was an immediate success, trumping the event in 2022, the most widely attended F1 event in history – 444,631 fan's – which played a pivotal role in Melbourne and Victoria’s experienced economic impact, contributing thousands of jobs for the event and over AU$171 million in value annually.

Digital allow us to create anticipation months in advance, with dynamic content delivered based on audience interests and location, augmented based on proximity to the actual date of the event — curating content for pre, during and after to activate much longer tail engagement. It was about the quality of the customer experience and drawing people to the site pre, during, and post-event. 

We exceeded our wildest expectations, with over three million unique visitors to the platform, a 200 per cent increase from 2019. With our recent updates for 2023, we’re directly contributing to the success of 2023, being the biggest and best F1 Australian Grand Prix event. Initial tickets sold out in approximately 2 hours, creating the opportunity to create more seating and premium areas for the venue, resulting in the most significant ticket sales in event history of approximately 445,000.

Tasked to redefine the event experience through a digital ecosystem. Our work for ticketing has changed the perception of ticket scarcity and overcome global distances and price barriers.

The platform is an excellent example of the importance of digital experiences in the sports and events industry, as they can engage global audiences seven days a week, 365 days a year.