We were appointed by E1 Series to lead on their social and digital strategy, working with their in-house marketing team to create content and increase awareness of the upcoming championship

PHASE 1: LAUNCHING A NEW SPORT

A new sport means no history, no archive, no real information. Our challenge was to create a splash, spread the word about E1 and start building a youthful fanbase. Without a boat on the water, we did this through 3D animations and infographics made to excite and catch peoples’ attention, setting them up for the next stage…

PHASE 2: THE BIG REVEAL

The foundations were laid out and interest was high. Now it’s time to blow them out of the water with a fully electric, foiling raceboat like the world had never seen. For the RaceBird’s launch event at the iconic Monaco Yacht Club we had our Inside E1 film crew on the ground to support the social media campaign we’d devised.

PHASE 3: Testing, testing, testing

Now to the fun part – the countdown to the RaceBird on the water. Our strategy for social was to build tension and hype on our channels ahead of the first time the RaceBird hit the water. We created short and long-form videos in real-time as the engineers and E1 team went up against the clock to meet their deadlines, all building to a historic moment in Italy where RB.01 flew for the very first time. Since then we’ve brought in FPV drones and on-board camera to testing events to really show fans what races are going to look like in Season 1.

PHASE 4: MEET THE TEAMS & PILOTS

Two years in and we’re just getting started. Virat Kohli, Checo Perez, Rafa Nadal, Tom Brady, Steve Aoki were the first five E1 team owners, all of which got their own social-first announcement plan. We focused on creating content that would interest their existing fanbases so when the team owners collaborated or shared the content, we knew it would resonate with them straight away.


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