Formula 1 drives the next era of fan engagement

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"> <span class=" header-text "> Formula 1 boosts fan satisfaction to 88% by making every second count. </span> </h1> </div> <div class="headingComponent parbase section"> <h2 id="see-how-formula-1-turns-3x-fan-growth-into-lasting-engagement" class=" h3 text-stratus text-left salesforce-sans-bold margin-20-bottom-lg margin-20-bottom-xs " style="; "> <span class=" header-text "> See how Formula 1 turns 3x fan growth into lasting engagement. </span> </h2> </div> <div class="labelSmallComponent headingComponent parbase section"> <div id="time-to-read-56-minutes" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-top-lg margin-10-top-md margin-10-top-sm margin-10-top-xs margin-10-bottom-lg margin-20-bottom-xs " style="; "> <span class=" header-text "> Time to read: 5.6 minutes </span> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="videoComponent vy-player parbase section"><div class="margin-10-top-lg margin-10-bottom-lg "> <div class="vy-player-container paddingDefaultBottomLg paddingDefaultBottomMd paddingDefaultBottomSm paddingDefaultBottomXs"> <div class="vidyard-player-embed" data-uuid='TAC8S9E4YEighiooY1vKQv' data-v="4" data-type="inline"></div> </div> <script type="text/javascript" data-uuid='TAC8S9E4YEighiooY1vKQv'> window.SfdcWwwBase && window.SfdcWwwBase.videoComponent && window.SfdcWwwBase.videoComponent.updateChapter(document.scripts[document.scripts.length - 1].getAttribute("data-uuid")); if(!window.vidyardEmbed){ window.videoUtils && window.videoUtils.loadScriptOnce("https://play.vidyard.com/embed/v4.js", "Vidyard", true); } else { window.vidyardEmbed.api.renderDOMPlayers(); } </script> </div> <script> (function($) { // Add 'Configuration' global object with details of our Adobe Analytics instance window.Configuration = window.Configuration || {}; var rsid = (typeof Server !== 'undefined') ? Server.getAccount() : ''; $.extend(window.Configuration, { PUBLISHER: '8D6C67C25245AF020A490D4C@AdobeOrg', MCID: '8D6C67C25245AF020A490D4C@AdobeOrg', NAMESPACE: 'salesforce', CHANNEL: 'salesforce', RSID: rsid, TRACKING_SERVER: 'salesforce.sc.omtrdc.net', HEARTBEAT_TRACKING_SERVER: 'salesforce.hb.omtrdc.net', DEBUG: false }); }(jQuery)); // End of IIFE </script> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-bottom-lg text-size-legal line-height-default "> One-third of Formula 1’s fans are new in the last four years — and they're younger and more female than ever before. Learn more in this 1.5 minute video. </div> </div> <div class="barComponent parbase section"><div class="margin-0-top-lg margin-20-bottom-lg bg-cumulus bar-align-left " style="height:2px;width:27%;"></div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md text-size-default line-height-32 "> Formula 1 has grown at the speed of an open-wheel race car. After being featured in a 2019 Netflix series, “Drive to Survive,” the motorsports company has seen its U.S. television viewership nearly triple. It’s not just how many people are watching, but who. Unexpected new audiences, like young people and women, make up more of Formula 1’s 1.5 billion viewers than ever before.<br /> <br /> But what comes next may be just as remarkable. Now, Formula 1 needs to find ways to turn that sudden popularity surge into longer-term sustained growth and fan loyalty. One big key to that shift: Experiences that feel personal, like a front-row seat on top of your favorite team’s garage or an email that recommends the cap worn by that team’s driver on the winner’s podium.<br /> <br /> Fan engagement like this requires lockstep sales and service powered by much more than legacy spreadsheets. <a href="https://www.salesforce.com/products/">Einstein 1</a> turns Formula 1 teams into a personal pit crew for each customer.<br /> <br /> With a shared view of customer data and powerful real-time insights from <a href="https://www.salesforce.com/products/genie/overview/">Salesforce Data Cloud</a>, sales, service, and marketing pros can delight fans with well-choreographed speed and consistency. Here’s how they do it. </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-top-lg margin-40-bottom-lg column-container-component"> <div class="bg-snow bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy hidden-xs hidden-sm img-responsive margin-10-top-lg margin-10-bottom-lg " alt="Matthew Kemp" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/customer-stories/formula1/production-inline-quote-image-f1-matt-kemp-1600pxnobg.jpg"/> <img class="lazy hidden-md hidden-lg img-responsive margin-10-top-lg margin-10-bottom-lg " alt="Matthew Kemp" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/customer-stories/formula1/production-inline-quote-image-f1-matt-kemp-Mobile-2.jpg"/> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-sm-3 col-md-3 col-lg-3"> </div> <div class="col text-left col-sm-9 col-md-9 col-lg-9"> </div> </div> <div class="row"> </div> </div> </div> <div class="headingComponent parbase section"> <h3 id="with-over-700-million-fans-worldwide-how-do-we-understand-who-they-are-and-continue-to-grow-that-audience-its-those-personalized-journeys-and-always-on-capabilities" class=" avantgarde-m text-stratus text-left avant-garde-demi col-md-12 margin-10-top-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> “With over 700 million fans worldwide, how do we understand who they are and continue to grow that audience? It’s those personalized journeys and always-on capabilities.” </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-bottom-lg text-size-default line-height-default "> Matthew Kemp, Senior CRM and Customer Operations Manager </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"> </div> </div> <div class="row"> </div> </div> </div> <div class="headingComponent parbase section"> <div id="table-of-contents" class=" avantgarde-m text-stratus text-left avant-garde-demi col-lg-11 margin-10-bottom-lg " style="; "> <span class=" header-text "> Table of Contents </span> </div> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> <a href="#step1">1. Achieve 88% fan satisfaction by connecting sales and service data.</a> </div> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> <a href="#step2">2. Make the perfect recommendations based on fans’ favorite drivers.</a> </div> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> <a href="#step3">3. Expand the fan base with a sky’s-the-limit mentality.</a> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-40-bottom-lg text-size-default line-height-32 "> <a href="#step4">4. Fuel net zero carbon emissions goals by 2030 with data.</a> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" hidden-xs columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="headingComponent parbase section"> <h2 id="share-story" class=" h3 text-stratus text-left salesforce-sans-bold margin--30-top-lg margin-0-top-xs margin-10-bottom-lg " style="; "> <span class=" header-text "> Share Story </span> </h2> </div> <div class="socialMediaSharingComponent section"> <div> <div class="share-icon-row margin-10-bottom-lg"> <div class="share-icon"> <a target="_blank" href="https://www.facebook.com/sharer/sharer.php?u=https://www.salesforce.com/resources/customer-stories/formula1-personalized-content-fan-engagement/" title="Facebook" alt="Facebook"> <img data-src="//www.salesforce.com/content/dam/web/global/svg-icons/facebook-day.svg?version=2024101" alt="Facebook" class="lazy text-salesforce-gray salesforce-social-icon " src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif"/> </a> </div> <div class="share-icon"> <a class="twitter" target="_blank" href="https://twitter.com/intent/tweet?url=https://www.salesforce.com/resources/customer-stories/formula1-personalized-content-fan-engagement/&text=Formula%201%20drives%20the%20next%20era%20of%20fan%20engagement&via=salesforce" title="Twitter" alt="Twitter" data-pagetitle="Formula 1 drives the next era of fan engagement"> <img data-src="//www.salesforce.com/content/dam/web/global/svg-icons/twitter-day.svg?version=2024101" alt="Twitter" class="lazy text-salesforce-gray salesforce-social-icon " src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif"/> </a> </div> <div class="share-icon"> <a target="_blank" href="https://www.linkedin.com/cws/share?url=https://www.salesforce.com/resources/customer-stories/formula1-personalized-content-fan-engagement/" title="LinkedIn" alt="LinkedIn"> <img data-src="//www.salesforce.com/content/dam/web/global/svg-icons/linkedin-day.svg?version=2024101" alt="LinkedIn" class="lazy text-salesforce-gray salesforce-social-icon " src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif"/> </a> </div> </div> </div> </div> <div class="barComponent parbase section"><div class="margin-20-top-lg margin-20-bottom-lg bg-karl-the-fog bar-align-center " style="height:2px;width:100%;"></div> </div> <div class="headingComponent parbase section"> <h2 id="products-used" class=" h3 text-stratus text-left salesforce-sans-bold " style="; 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A Glossary of Automation Definitions">What is Automation? A Glossary of Automation Definitions</a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive " alt="What Is Automation? A Glossary of Automation Definitions" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/f1-fan-screen.png"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <p id="video" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Video </span> </p> </div> <div class="headingComponent parbase section"> <p id="formula-1-embraces-new-technology-to-reach-more-fans-worldwide" class=" h4 text-cirrus text-left salesforce-sans-regular " style="; "> <a class=" text-cirrus " href="https://www.salesforce.com/plus/series/The_Shift/episode/episode-s1e5"> <span class=" header-text "> Formula 1 embraces new technology to reach more fans worldwide. </span> </a> </p> </div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="/resources/articles/what-is-automation/">What is Automation? A Glossary of Automation Definitions</a> </div> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" hidden-xs hidden-sm hidden-md hidden-lg columns-wrapper column-container-component"> <div class="bg-rain bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-1 col-md-1 col-lg-1"> </div> <div class="col text-left col-xs-12 col-sm-11 col-md-11 col-lg-11"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="headingComponent parbase section"> <h2 id="one-third-of-formula-1s-500-million-fans-are-new" class=" avantgarde-m text-stratus text-left avant-garde-demi col-lg-11 margin-30-top-lg margin-10-bottom-lg " style="; "> <a class=" text-stratus " href="https://salesforce.vidyard.com/watch/RgJWpMoK6Tw1BuJvFKgV8p"> <span class=" header-text "> One-third of Formula 1’s 500 million fans are new. </span> </a> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-bottom-lg text-size-legal line-height-default "> One-third of Formula 1’s fans are new in the last four years — and they're younger and more female than ever before. </div> </div> <div class="videoComponent vy-player parbase section"><div class="margin-10-top-lg margin-40-bottom-lg "> <div class="vy-player-container paddingDefaultBottomLg paddingDefaultBottomMd paddingDefaultBottomSm paddingDefaultBottomXs"> <div class="vidyard-player-embed" data-uuid='w2SLxg1P4DAiYoyQxqn4Si' data-v="4" data-type="inline"></div> </div> <script type="text/javascript" data-uuid='w2SLxg1P4DAiYoyQxqn4Si'> window.SfdcWwwBase && window.SfdcWwwBase.videoComponent && window.SfdcWwwBase.videoComponent.updateChapter(document.scripts[document.scripts.length - 1].getAttribute("data-uuid")); if(!window.vidyardEmbed){ window.videoUtils && window.videoUtils.loadScriptOnce("https://play.vidyard.com/embed/v4.js", "Vidyard", true); } else { window.vidyardEmbed.api.renderDOMPlayers(); } </script> </div> <script> (function($) { // Add 'Configuration' global object with details of our Adobe Analytics instance window.Configuration = window.Configuration || {}; var rsid = (typeof Server !== 'undefined') ? 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Achieve 88% fan satisfaction by connecting sales and service data. </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md text-size-default line-height-32 "> Formula 1 interacts with thousands of fans over a race weekend. But service agents can feel overwhelmed if each inquiry appears to be a separate contact rather than a familiar face.<br /> <br /> Matthew Kemp, Formula 1’s Senior CRM and Customer Operations Manager, had a vision for <a href="https://www.salesforce.com/products/sales-cloud/overview/">sales</a> and <a href="https://www.salesforce.com/products/service-cloud/overview/">service</a> that anticipated fans' needs rather than functioning as a reactive call center.<br /> <br /> “We’ve improved the processes, templates, speed of resolution, tooling, and how our teams navigate,” said Kemp. “In turn, that means the fan is getting a quicker response from a more knowledgeable agent.”<br /> <br /> Now, fans can self-serve on a Formula 1 community page to report login and streaming issues on F1 TV, the brand’s live Grand Prix streaming service.<br /> <br /> First-call resolution has also reached 86%, thanks to automated chatbots and refined processes agents can use to maintain consistency. Formula 1 service professionals have time to actually work on open cases instead of juggling new inquiries. This has allowed the brand to serve more fans in 2022 than the previous four years and even grow fan satisfaction from 70% in 2018 to 88% in the second half of the year. </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-lg margin-20-left-lg margin-0-left-xs column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 1,000"> <div class="col text-left col-xs-6 col-sm-6 col-md-3 col-lg-3"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-30-right-lg center-img-horizontally " alt="86%" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/customer-stories/formula1/production-formula1-stat-86-percent.jpg"/> </div> </div> </div> <div class="col text-left col-xs-6 col-sm-6 col-md-9 col-lg-9"><div class="headingComponent parbase section"> <p id="first-contact-resolution" class=" avantgarde-m text-cirrus text-left avant-garde-demi col-lg-12 margin-60-top-lg margin-40-top-md margin-80-top-sm margin-80-top-xs margin-10-bottom-lg " style="; "> <span class=" header-text "> first contact resolution </span> </p> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-lg margin-20-left-lg margin-0-left-xs column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 1,000"> <div class="col text-left col-xs-6 col-sm-6 col-md-3 col-lg-3"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-30-right-lg center-img-horizontally " alt="88%" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/customer-stories/formula1/production-formula1-stat-88-percent.jpg"/> </div> </div> </div> <div class="col text-left col-xs-6 col-sm-6 col-md-9 col-lg-9"><div class="headingComponent parbase section"> <p id="fan-satisfaction" class=" avantgarde-m text-cirrus text-left avant-garde-demi col-lg-12 margin-60-top-lg margin-40-top-md margin-80-top-sm margin-80-top-xs margin-10-bottom-lg " style="; "> <span class=" header-text "> fan satisfaction </span> </p> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-10-bottom-lg text-size-default line-height-32 "> Behind the scenes, Formula 1’s commercial sales teams were working in spreadsheets. Data was so out of sync that communication often lapsed between teams.<br /> <br /> Today, Formula 1’s internal teams use Salesforce to communicate daily and create a sales process that everyone can understand. Reps have access to the same information, so it’s clear where prospects are in the sales lifecycle and what partners are responsible for at each event. And with service data connected in the same platform, sales has deeper fan insights to share with potential partners to scale growth. </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-lg margin-10-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-6 col-md-6 col-lg-6"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <div class=" h2 text-night text-center salesforce-sans-regular margin-10-top-lg margin-0-top-sm margin-10-right-lg margin--10-bottom-sm " style="; "> <svg style="background:url('/content/dam/web/global/icons/product/sales-day.svg?version=1732332014861') no-repeat;" class="salesforce-icon cloud-icon-all " aria-hidden="true" alt=""> </svg> <span class=" header-text head-text "> </span> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="buttonCTAComponent parbase section"> <div class="margin-20-top-lg margin-0-top-sm text-center "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg simple-link salesforce-sans-bold " data-content-replacement-close-color="sfdc-swap-button-day" href="/products/sales-cloud/overview/?d=cta-body-promo-544"> <span> Sell more on one platform with Sales Cloud <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-6 col-md-6 col-lg-6"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <div class=" h2 text-night text-center salesforce-sans-regular margin-10-top-lg margin-0-top-sm margin-10-right-lg margin--10-bottom-sm " style="; "> <svg style="background:url('/content/dam/web/global/icons/product/service-day.svg?version=1732332014872') no-repeat;" class="salesforce-icon cloud-icon-all " aria-hidden="true" alt=""> </svg> <span class=" header-text head-text "> </span> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="buttonCTAComponent parbase section"> <div class="margin-20-top-lg margin-0-top-sm text-center "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg simple-link salesforce-sans-bold " data-content-replacement-close-color="sfdc-swap-button-day" href="/products/service-cloud/overview/?d=cta-body-promo-544"> <span> Empower agents with Service Cloud <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="spacerComponent parbase section"><div class="spacer " style="height:25px;"></div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" hidden-xs hidden-sm hidden-md hidden-lg columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-6 col-sm-6 col-md-6 col-lg-6"><div class="imageComponent parbase section"> <a href="https://www.salesforce.com/plus/experience/World_Tour/series/best_of_world_Tour_London/episode/episode-s1e8" class=" image-link"> <img class="lazy img-responsive center-img-horizontally " alt="" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/customer-stories/formula1/production-sfplus-image-f1-matt-kemp-smaller2.jpg"/> </a> </div> <div class="spacerComponent parbase section"><div class="spacer " style="height:52px;"></div> </div> <div class="buttonCTAComponent parbase section"> <div class="margin-10-top-lg margin-10-bottom-lg text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg simple-link salesforce-sans-bold " data-content-replacement-close-color="sfdc-swap-button-day" href="https://www.salesforce.com/plus/experience/World_Tour/series/best_of_world_Tour_London/episode/episode-s1e8"> <span> Watch Matt Kemp explain how to “Make Every Marketing Moment Drive Engagement and Revenue” on Salesforce+. <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> <div class="col text-left col-xs-6 col-sm-6 col-md-6 col-lg-6"> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper column-container-component"> <div class="bg-snow bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-1 col-md-1 col-lg-1"> </div> <div class="col text-left col-xs-12 col-sm-11 col-md-11 col-lg-11"><div class="headingComponent parbase section"><h6 class="h5 text-snow text-left salesforce-sans-regular margin--30-top-lg" id="step2"> <a></a> . </h6> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"> </div> </div> <div class="row"> </div> </div> </div> <div class="headingComponent parbase section"> <h2 id="2-make-the-perfect-recommendations-based-on-fans-favorite-drivers" class=" avantgarde-m text-stratus text-left avant-garde-demi col-lg-11 margin-40-top-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> 2. Make the perfect recommendations based on fans’ favorite drivers. </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md margin-10-bottom-lg text-size-default line-height-32 "> Formula 1 has long wowed audiences with exciting motorsports action. But until recently, it had no way of knowing who its fans were — like the recent college grad who just purchased a Lando Norris shirt or the teenager who just watched her first Grand Prix.<br /> <br /> Fan interactions differed across Formula 1 channels, including F1 TV, marketing emails, race-day pop-up stores, and social media, prompting a disconnected and inconsistent brand experience.<br /> <br /> The data was there, but Formula 1 couldn’t connect in-person interactions with digital ones to draw the right insights and reach fans in the moment.<br /> <br /> With <a href="https://www.salesforce.com/products/">Einstein 1</a>, Formula 1’s sales, service, and marketing data will live in one place, so fan and partner experiences never fall short, whether at the track, on screen, or in the inbox.<br /> <br /> The catalyst that will turn the data into meaningful interactions? <a href="https://www.salesforce.com/products/genie/overview/">Data Cloud</a>, which enables Formula 1 to connect fan data across properties in real time, delivering better fan experiences and creating customer loyalty. </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-10-bottom-lg text-size-default line-height-32 "> For instance, when fans sign up for an event through the Formula 1 Paddock Club, an immersive, onsite luxury experience, brand representatives can know fans’ names, engagement history, driver preferences, and past purchases from the moment they walk in. Post-race, Formula 1 can personalize follow-up communications with mentions of their favorite driver or merchandise they might like based on previous purchases. </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" hidden-xs hidden-sm hidden-md hidden-lg columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-6 col-sm-6 col-md-6 col-lg-6"><div class="imageComponent parbase section"> <a href="https://www.salesforce.com/plus/experience/dreamforce_2022/series/Best_of_Dreamforce/episode/episode-s1e8" class=" image-link"> <img class="lazy img-responsive center-img-horizontally " alt="" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/customer-stories/formula1/production-sfplus-image-f1-marek-smaller2.jpg"/> </a> </div> </div> <div class="col text-left col-xs-6 col-sm-6 col-md-6 col-lg-6"><div class="spacerComponent parbase section"><div class="spacer " style="height:52px;"></div> </div> <div class="buttonCTAComponent parbase section"> <div class="margin-10-top-lg margin-10-bottom-lg text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg simple-link salesforce-sans-bold " data-content-replacement-close-color="sfdc-swap-button-day" href="https://www.salesforce.com/plus/experience/dreamforce_2022/series/Best_of_Dreamforce/episode/episode-s1e8"> <span> Watch Formula 1’s Marek Borowik discuss the importance of real-time fan engagement on Salesforce+. <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-6 col-md-6 col-lg-6"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <div class=" h2 text-night text-center salesforce-sans-regular margin-10-top-lg margin-0-top-sm margin-10-right-lg margin--10-bottom-sm " style="; "> <svg style="background:url('/content/dam/web/global/icons/product/genie-day.svg?version=1732332014918') no-repeat;" class="salesforce-icon cloud-icon-all " aria-hidden="true" alt=""> </svg> <span class=" header-text head-text "> </span> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="buttonCTAComponent parbase section"> <div class="margin-20-top-lg margin-0-top-sm text-center "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg simple-link salesforce-sans-bold " data-content-replacement-close-color="sfdc-swap-button-day" href="/products/genie/?d=cta-body-promo-544"> <span> Turn data into real-time customer magic with Data Cloud <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-6 col-md-6 col-lg-6"> </div> </div> <div class="row"> 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Expand the fan base with a sky's-the-limit mentality. </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md margin-40-bottom-lg text-size-default line-height-32 "> <p>Instead of executing its vision for in-the-moment personalization on its own, Formula 1 turned to <a href="https://www.salesforce.com/services/professional-services/overview/">Salesforce Professional Services</a> to co-create a clearer roadmap of the ultimate fan experience, desired future state, and technology that will enable that vision worldwide.<br /> <br /> With expert guidance, Formula 1 was able to go live in just five months. Using Marketing Cloud <a href="https://www.salesforce.com/products/marketing-cloud/engagement/">Engagement</a>, <a href="https://www.salesforce.com/products/marketing-cloud/customer-interaction/">Personalization</a>, and <a href="https://www.salesforce.com/products/marketing-cloud/customer-data-platform/">Customer Data Platform</a>, Salesforce experts are helping Formula 1 reach new fans and improve loyalty by:</p> <ul> <li>Analyzing and segmenting its existing fan base to increase the number of known and contactable fans</li> <li>Sending personalized email and push notifications to race attendees</li> </ul> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-bottom-lg text-size-default line-height-32 "> “Salesforce Professional Services allowed us to supercharge this transformation,” said Marek Borowik, Global Head of Fan Engagement. “The team quickly learned our business, understood our vision and what we wanted to achieve, and helped us build out a future state to meet those needs.” </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-lg margin-20-left-lg margin-0-left-xs column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 1,000"> <div class="col text-left col-xs-6 col-sm-6 col-md-3 col-lg-3"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-30-right-lg center-img-horizontally " alt="5" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/customer-stories/formula1/production-f1-stat-five.jpg"/> </div> </div> </div> <div class="col text-left col-xs-6 col-sm-6 col-md-9 col-lg-9"><div class="headingComponent parbase section"> <p id="months-to-go-live" class=" avantgarde-m text-cirrus text-left avant-garde-demi col-lg-12 margin-60-top-lg margin-40-top-md margin-80-top-sm margin-80-top-xs margin-10-bottom-lg " style="; "> <span class=" header-text "> months to go-live </span> </p> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-10-bottom-lg text-size-default line-height-32 "> Harnessing engagement as its fan base grows is crucial, especially as Formula 1 adds new global events in 2023 and channels like an Esports virtual race series, podcasts, and even an F1 Arcade in London. <br /> <br /> “We have over 500 million fans, and yet, less than 1% of them will actually attend a Grand Prix each year,” said Luisa Fernandez, Associate Director, Marketing. “It’s about increasing accessibility and opportunity to engage with our sport. We’re looking at the data behind those touchpoints and working with Salesforce to maximize our engagement.” </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-6 col-md-6 col-lg-6"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <div class=" h2 text-night text-center salesforce-sans-regular margin-10-top-lg margin-0-top-sm margin--10-bottom-sm " style="; "> <svg style="background:url('/content/dam/web/global/icons/product/marketing-day.svg?version=1732332015186') no-repeat;" class="salesforce-icon cloud-icon-all " aria-hidden="true" alt=""> </svg> <span class=" header-text head-text "> </span> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="buttonCTAComponent parbase section"> <div class="margin-20-top-lg margin-0-top-sm text-center "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg simple-link salesforce-sans-bold " data-content-replacement-close-color="sfdc-swap-button-day" href="/products/marketing-cloud/overview/?d=cta-body-promo-548"> <span> Make every moment count with Marketing Cloud <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-6 col-md-6 col-lg-6"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <div class=" h2 text-night text-center salesforce-sans-regular margin-10-top-lg margin-0-top-sm margin-10-right-lg margin--10-bottom-sm " style="; 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