Sahara Force India (SFI) desired a smoother VIP management system and the ability to increase and enhance fan engagement at the 2016 Formula 1 Etihad Airways Abu Dhabi Grand Prix.
Active delivered a mobile platform for SFI VIP guests. The mobile platform enhanced the F1 experience for the VIP guests by giving them access to a mobile pass and exclusive SFI content such as videos, photo galleries, driver info, and social media walls.
The application also further increased fan engagement with an interactive game that allowed VIP guests to predict the podium and driver finishing positions at the Abu Dhabi Grand Prix. As an incentive to engage with the app, the winner of the predictive game won signed racing gloves.
SFI gained a sophisticated mobile technology that facilitated an easier and accessible guest management platform.
The platform collated behavioural data on the fans based on how they interacted with the mobile app, generating new and valuable insights on fan behaviour for the SFI team. The platform also showcased the benefits of mobile experiences as part of SFI’s hospitality offering.
Mobile interaction is the new frontier of fan engagement and Active is at the forefront of this sector. It is great to be working together to offer our guests a fresh dimension to their Grand Prix experience.