TL; DR: Get the story behind Oracle Red Bull Racing’s successful loyalty program, The Paddock. Learn:
Formula 1 is the fastest-growing major sports league in terms of online followers. The expansion in online options to watch the racing, as well as to follow your favorite teams, has had a huge impact on the sport and changed the ways in which fans expect to participate in the sport they love.
Oracle Red Bull Racing is a world championship team known for innovating not only on the track, but also in how they create the best fan engagements in the sport. Whether it’s driving a race car through city streets for people to see or using data to personalize digital engagements for each fan, Oracle Red Bull Racing focuses on an unrivaled experience that sets the bar for what fans should expect from the sports and entertainment organizations they follow.
Throughout the year, Oracle Red Bull Racing competes on and off the track. Winning with the best fan experience meant the team needed to offer new ways to connect—with the team, the drivers, and the sport overall—both during race weekends and in the moments in between.
This drive to innovate and win led the team to launch its world-class loyalty program, The Paddock, a free online platform that gives fans personalized interactions with the team. Fans can:
Launched in the latter half of the 2021 race season, The Oracle Red Bull Racing Paddock saw an explosion in fan participation, with loyalty membership sign-ups increasing 950%. Beyond just signing up, fans were highly active participants, submitting thousands of questions to the team and redeeming more than 35,000 digital rewards before the end of the 2021 F1 season.
Find out how to create marketing that keeps customers coming back.
The Oracle Red Bull Racing team has three broad goals for The Paddock platform:
Achieving these goals required overcoming several obstacles, including
Using Oracle CrowdTwist Loyalty and Engagement, the team launched The Paddock, the first loyalty program in Formula 1. The Paddock was built from the ground up to thank fans for their support and give them new ways to engage with the team. In sports, the most devoted and passionate fan isn’t necessarily the biggest spender, so teams can’t rely on ticket or merchandise sales alone to measure loyalty.
In fact, most F1 fans will never get to experience a race in person. Finding measurable ways to recognize loyal fans can also provide data and insights that can help the team build better experiences. Oracle Cloud Applications helped the team build this critical capability.
Regardless of past purchase history or race attendance, anyone can sign up for The Paddock for free. Fans of Oracle Red Bull Racing can earn points by engaging with exclusive team content such as behind-the-scenes stories, video interviews and podcasts, keeping up to date on social media, referring friends, and taking quizzes about recent races. All this activity is tracked and tied to the individual’s fan profile on The Paddock so it can be used to customize the types of content and rewards a fan can receive.
The Paddock itself lives within the wider Red Bull Racing Fan Experience Platform and integrates with Oracle Advertising and CX technology as well as Red Bull Racing systems. These include:
Learn more about CrowdTwist, Responsys, Unity CDP, and the other capabilities of Oracle B2C Marketing.
In just the first week after launch in 2021, Oracle Red Bull Racing saw strong engagement with the platform, with an increase in fan loyalty accounts.
In the first month, the team saw:
From the initial launch through the end of the season, results included
The team delivered tens of thousands of rewards from the initial launch through the end of the season, resulting in:
Oracle helped Red Bull Racing bring its vision of a winning fan engagement proposition to life. Demonstrating a true partnership, Oracle experts integrated with the Red Bull Racing team to tap into the Oracle team’s product expertise to build The Paddock loyalty program.
The two teams continue to work closely together to turn data into intelligence and intelligence into relevant and personalized experiences for fans at the moments that matter to them. Oracle CrowdTwist has enabled Red Bull Racing to capture relevant data and, utilizing Oracle Unity, build a 360-degree fan profile that can be used to personalize interactions and offerings, engaging beyond transactions and superficial segmentation to really understand fan behavior, motivations, and preferences.
Find more about Oracle Red Bull Racing, the Paddock, and customer loyalty with:
Mike Harris has 11 years’ experience working in digital marketing mainly within the sports retail market, being a part of some of the biggest brands in the world such as; Oracle Red Bull Racing, Nike, Manchester United, and JD Sports Fashion.
Through his experience he has been able to build expertise in loyalty, content creation, content strategy, storytelling, brand management, UX, multi/omni/cross-channel and customer behavior and customer psychology.
t, being a part of some of the biggest brands in the world such as; Oracle Red Bull Racing, Nike, Manchester United and JD Sports Fashi
Through his experience he has been able to build expertise in loyalty, content creation, content strategy, storytelling, brand management, UX, multi/omni/cross-channel and customer behavior and customer psychology.
Mike has been at Oracle since June 2018 within CX working across, retail, finance and media, translating clients goal, objectives and challenges into actionable strategies and roadmaps to maximise conversion and revenue and improve brand loyalty, customer lifetime value and customer experience.
Mike’s creativity and mixed media knowledge allows him to engage and clearly communicate concepts, ideas and projects that lead to valuable insight.
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