F1 TV Pro: Database Activation & Lead Generation Campaign
// THE_CHALLENGE
The objective was to promote the F1 TV Pro on-demand streaming platform to a massive existing database of 800,000 contacts. However, simply redirecting traffic to the global app would result in a loss of conversion visibility and missed acquisition opportunities. The challenge was to engineer a strategic mechanism that simultaneously drove platform subscriptions for the broadcaster whilst capturing net-new, highly qualified first-party data to refresh and enrich the MexicoGP CRM ecosystem.
// STRATEGY & EXECUTION
To solve this, I architected a dual-purpose lead generation funnel that utilised an exclusive commercial incentive as a data-capture gateway.
Instead of providing a direct link to the streaming platform, I developed a bespoke landing page where fans were required to register their details to unlock a special 50% discount code. I orchestrated a massive email marketing rollout to our 800,000-strong database, supplemented by a targeted paid media campaign to funnel in fresh prospects. Once users submitted the secure form, they were dynamically redirected to a ‘Thank You’ page that revealed the promotional code (‘MESSICO2021’) alongside a clear, step-by-step subscription guide. This intelligent digital architecture successfully promoted the F1 TV Pro product whilst aggressively capturing valuable new data to fuel our future commercial pipelines.