In 2022, Formula 1 kicked off their inaugural Miami Grand Prix. This race had all the glitz, glamor, and celebrity presence you could imagine. Tom Brady, Michael Jordan, DJ Khaled, and 85,000 others flocked to the sunshine state to witness Formula 1 up close and personal.
Since the release of Netflix’s Drive to Survive, there has been a roughly 40% spike in race viewership and a clear initiative to expand the sport into new markets across North America. Miami was the priority, with F1 establishing a 10-year deal for their second US race on the calendar.
One of the most storied teams in F1 is McLaren Racing. Alteryx powers the McLaren team by providing analytic insights, both on and off the track, that streamline their decision-making. Our partnership also enables us to drive brand recognition with F1 audiences by having logos on McLaren’s cars and team uniforms. But wouldn’t it be a missed opportunity to stop there?
This weekend’s Miami Grand Prix will be accompanied by a splattering of Alteryx messaging throughout South Florida. Digital billboards, wrapped cars, guerilla posters, and geospatial social ads will be surrounding Fort Lauderdale, South Beach, and downtown Miami. If you’re local, you may be one of the 15 million people to see our branding.
Part of our brand generation strategy is targeting strategic areas where we know our audiences will be. Investing in brand awareness with target accounts at partner events, like the Gartner Summits, allows us to have elevated activations and maximized exposure. Doing the same with McLaren Racing, North America’s most popular F1 team, is icing on the cake.
At Alteryx, we believe in the power of analytics and using data to drive performance. Alteryx Fanalytics sets out to take the professional sports world by storm turning more teams and leagues into data-first organizations. McLaren Racing, where we’re being used in 7 different departments, is just one example.
Be sure to tune into the Miami Grand Prix this Sunday at 3:25pm ET on ABC.
