FANATEC & F1: Brand Partnership Campaign
// THE_CHALLENGE
To drive a significant volume of first-party data acquisition (user registrations) during 2020, the brand required a high-value incentive to capture the attention of the motorsport community. The challenge was twofold: secure a premium, highly desirable partnership without a prohibitive budget, and design a digital campaign architecture that would filter for genuinely engaged fans rather than casual prize draw hunters, ensuring the data collected was of the highest quality.
// STRATEGY & EXECUTION
I conceptualised, negotiated, and executed a high-profile brand collaboration with FANATEC—the industry leader in sim racing hardware—and Formula 1 (Codemasters). After successfully securing complete CSL Elite F1 racing sets and exclusive F1 2020 video game editions as premium prizes, I engineered a multi-phased, gamified lead generation funnel.
Rather than relying on a standard, low-barrier sign-up form, I designed a staggered digital competition to build anticipation and investment. Phase 1 launched with a timed ‘Survivor Quiz’ to test motorsport knowledge, allowing only the first 100 successful entrants to progress. By Phase 3, finalists were required to submit user-generated content (a 30-second video pitch), deeply embedding them within our brand ecosystem. My remit spanned the entire project lifecycle: from leading the initial partnership negotiations to the full creative direction of the visual assets and the technical execution of the email and social media campaigns. This strategic approach yielded a massive influx of high-quality registrations and elevated brand affinity amongst a core demographic.