engage prague 2016: pavel turek, red bull air race
TRANSCRIPT
RBAR / external template
How does social media help Red Bull Air Race to become a better sport, event and businessPavel Turek | 12 May 2016
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THE ULTIMATE GLOBALOFFICIAL WORLD CHAMPIONSHIP SINCE 2005 RECOGNISED BY FAI
MOTORSPORT SERIES IN THE SKY
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CLIP
PILOTS14RACES8WORLD CHAMPION1CHAMPIONSHIP FORMAT
RACE CALENDAR 2016
Chiba JPN 04/05 JUNE
Ascot GBR13/14 AUGUST
Budapest HUN16/17 JULY
Abu Dhabi UAE11/12 MARCH
Spielberg AUT23/24 APRIL
Las Vegas USA15/16 OCTOBER
Indianapolis USA01/02 OCTOBER
Lausitzring GER03/04 SEPTEMBER
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80%0%40%60%20%
MOST POPULAR MOTORSPORTS SERIES WORLDWIDEINTEREST (Top3Box total)
AWARENESS
36%18%
33%
24%
23%
18%
43%
36%
46%
76%Source: Repucom, SportsDNA 5/2015Base: 21,000 citizens between the ages of 1669 (representative population of 21 countries), 4,610 persons interested in RBAR (Top-3-Box)
GenderSchool QualificationAgeIncomeMedia UsageSOCIOGRAPHICS
62%38%
38years50+ years3049 yearsUp to 29 years
Communication with smartphone apps77%Using social networks77%
LowMediumHighRed Bull Air Race fans* are mainly male* have higher education * high income and * technical and social network affinityNo answer: 1% No answer: 11% Source: Repucom, SportsDNA 5/2015Base: 21,000 citizens between the ages of 1669 (representative population of 21 countries), 4,610 persons interested in RBAR (Top-3-Box)
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RED BULL AIR RACEON SOCIAL MEDIA
growing fan base
+461%
+227%
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2014 SEASON2015 SEASONGROWTHTotal earned mentions100k160k +60%Mentions per individual race (up to)20k50k +150%#airrace37k85k +130%
activities on social mediaSource: Sprinklr
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Posts per month55 265 296 136
Performance on social mediaSource: Social Bakers 4/20143/2016
Interactions per 1k fans and month182 457 372 407
Interactions per 1k Fans / #posts3.33 1.72 1.26 2.99
Video efficiency1.35 1.21 1.33 0.93
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ENGAGEMENT
ORGANIC REACH
19k309.3kExampleS of best performing posts Spielberg 2016
218.7k
75.9k14.7k
ENGAGEMENT
ORGANIC REACH
19.5k979.1k
Example of best performing post Spielberg 2016
795k
101.1k8.3k
EVENT LISTENING
50.000 people on-site per race2 days 6 hours
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MEDIA USAGE OF RED BULL AIR RACE VISITORS
73%Source: Repucom, SportsDNA 5/201568%24%19%
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Updating FANS via social networksProgramResultsTicketing
Traffic&Parking
Safety
Refunds
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minimizing negative social noiseEnhancing on-site experience
Hallo Redbull Airrace Team! Bestnde vielleicht die Mglichkeit die Lautsprecher an der Red Bull Tribne lauter zu stellen? Man kann nmlich fast nichts hren im Bereich Sektor I. Vielen Dank und freundliche Gre. Chris.Preventing complaints
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OPPORTUNITIESBUSINESS
TECHNOLOGY
CONTENT
SOCIAL MEDIAMARKETING
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LONG CLIP
SHORT CLIPWithout sound
creating amazing content
Martin Sonka
Pete McLeod
Nicolas Ivanoff
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Affinity Research for Partner Acquisition
Source: Social Bakers
PAVEL TUREKRed Bull Air Race GmbH | Commercial DirectorAm Brunnen 1 | A-5330 Fuschl am See | Austriamobile: +43 664 8898 8120phone: +43 662 6582 [email protected] FOR MORE INFORMATION PLEASE CONTACT:
www.redbullairrace.com
OFFICIAL WEBSITE