Working with Lewis Hamilton we created a real-time, social/mobile activation for Lewis’ build up to his F1 World Championship win in Abu Dhabi last Sunday.
Through a socially driven mobile web app, we invited Lewis’ 7 million+ fans (#TeamLH) to capture their experiences in realtime. The footage was instantly submitted; allowing us to create and release #TeamLHmovie hours after the race.
The app allowed us to set responsive video challenges; reacting to real time events during the whole race weekend - directing fans to tell the story. The final race film was a portrait of a global fanbase experiencing a significant moment in sporting history together. It gained over a million views in under half a day on Facebook alone.
From Thursday, films were created daily using fan’s videos to show the build up, Qualifying and Championship deciding race - all from the fan’s point of view.
The film series was supported by streams of bite-size social content, including a series of daily Instagram video teasers, and fan-focused images and quotes.
A social strategy was deployed across four fanbase channels, supporting and maintaining authenticity across Lewis’ own channels. Outreach was also undertaken as a continuation of a wider social strategy around ‘#TeamLH’, ensuring key fans and influencers were involved as
co-creators and ambassadors of the project.
Created with TeamLH by The Rumpus Room for Lewis Hamilton
Music by Tinie Tempah feat. Ella Eyre - Someday - (Place In The Sun)