VISA Sponsors formula e
We were asked to announce and promote Visa's sponsorship deal with the first, all electric motorsport, Formula E.
Formula E is the antithesis of its noisy, fossil fuel guzzling, elitist older brother Formula 1. The races take place in urban locations on pop-up circuits designed to attract a new, more digitally savvy audience. An audience that wants to feel part of the race experience.
social / experiential
Fan Boost: A feature unique to Formula E, fans are given the opportunity to vote for their favourite driver. The top 3 drivers with the most votes get an extra ‘boost’ of electricity during the race at a moment of their choosing, giving an additional level of excitement to an already thrilling event.
Phase I - BOOSTED BY BOLT
Who will get Usain Bolt's Fan Boost?
Challenge accepted
In true competitive style the Formula E drivers accepted Usain's challenge and raced each other over 100m. This activity initially ran over twitter, and was then aired on ITV during the race.
Phase II - VISA FASTEST LAP
The only chance to compete against Usain Bolt... and win!
A sweepstake competition run via social channels, enabling fans to get a dynamically generated fastest lap time, and a chance to win tickets to the first race of the following season.
