Formula 1
// YASALAM
Four Grand Prix markets. One playbook. The fanzone that turned 100,000 walk-ins into organic reach — renewed year over year.
[A]Engineered and produced fanzone activations across four Grand Prix markets — Abu Dhabi, Silverstone, Mexico City, and Montreal — building the on-site brand experience that converts race-weekend traffic into a captive, engaged audience.
[B]Built NFC-enabled photo stations inside each fanzone — tap-to-capture, instant share to Instagram, Facebook, and social. Every attendee became a distribution node, turning the crowd itself into the campaign's reach engine at zero incremental media cost.
[C]Leveraged direct access to top-tier artists to book superstar acts for F1-branded events — programming the headline moments that anchor the fanzone and give the brand its cultural weight across markets.
[D]Drove a 3–5× lift in social engagement on F1 channels versus baseline, sustained season over season. The result: a repeat-retained, multi-year mandate — the clearest proof that the activation model works.
100,000+
WALK-INS DRIVEN
4
GRAND PRIX MARKETS
3–5×
SOCIAL ENGAGEMENT LIFT
YoY
REPEAT-RETAINED MANDATE
See how we run Media Positioning and Market Expansion across markets.
THE PLAY
Engineered and produced fanzone activations across Abu Dhabi, Silverstone, Mexico City, and Montreal — full event activation that converts race-weekend traffic into a captive, engaged audience.
100,000+ WALK-INS · 4 MARKETS
THE MECHANIC
NFC-enabled photo stations — tap-to-capture, instant share. Every attendee became a distribution node, turning the crowd into the campaign's social activation engine.
TAP-TO-SHARE · ATTENDEE-AS-DISTRIBUTION
THE TALENT
Direct access to top-tier artists for talent booking & programming — anchoring each fanzone with superstar headline moments and cultural weight.
SUPERSTAR ACT BOOKING · CROSS-MARKET
THE OUTCOME
3–5× lift in social engagement on F1 channels versus baseline, sustained season over season — a repeat-retained mandate proving the cross-market brand launch model.
3–5× ENGAGEMENT LIFT · YoY RENEWAL
Fanzone production · Event production · Talent & superstar act booking · NFC social activation · Influencer seeding · Cross-market brand launch · Digital marketing · Paid advertising · Social media
100,000+ walk-ins. 3–5× social lift. Four races. One system.
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