Formula 1 signe un accord avec Snapchat

Aujourd’hui, Formula 1 et Snap Inc. ont annoncé un nouveau partenariat global qui permettra à Snapchat de couvrir les prochaines Grand Prix de Formule 1 sur sa plateforme grâce à ses outils de curation de contenu. Cet accord marque la première collaboration commerciale de Formula 1 avec une plateforme digitale et mobile-first, une collaboration qui démarrera ce dimanche lors du Rolex British Grand Prix, à travers l’outil Our Stories. 

Ce partenariat avec Snap fait partie de la stratégie en cours de la Formula 1 afin de développer la présence de ce sport sur les plateformes digitales mais aussi de l’application mobile officielle de la F1 ainsi que du site internet Formula1.com 

Sur Stories, l’un des trois piliers de la plateforme Snapchat Discover, on retrouvera des compilations des Snaps soumis par les Snapchatters sur les différents lieux et événements à travers le monde, contenu sélectionné par les équipes d’éditeurs et de producteurs de Snapchat. L’outil « Our Stories » permet aux Snapchatters, présent sur le même événement, de contribuer individuellement, en offrant leur propre perspectives via du contenu photo et vidéo à une histoire collective, capturant l’atmosphère et l’énergie du moment. Après ce week-end inaugural qui donnera lieu à une Story lors du British Grand Prix, Snapchat continuera de couvrir d’autres courses, à Singapour, au Japon, aux Etats-Unis, au Mexique, au Brésil et à Abu Dhabi. 

Frank Arthofer, head of Digital and New Business chez Formula 1, a déclaré : « C’est le premier pars vers une expansion de notre stratégie social media. Dès le départ, nous avons dit que nous voulions travailler avec des partenaires capables de rapprocher les fans à ce spectacle incroyable qu’est la Formule 1, à travers un mélange incroyable de technologie et de talents individuels – et Snap répond parfaitement à cette équation. Nous avons le besoin de continuellement rapprocher les nouveaux fans à notre sport – en les touchant via les plateformes social media grâce à du contenu divertissant, engageant et « behind the scenes ». Snap est la plateforme de prédilection des millenials, une catégorie d’âge que nous cherchons vivement à attirer et qui représente l’avenir de notre sport. »

Ben Schwerin, Vice Président en charge des Partenariats chez Snap Inc., a déclaré : « Nous voulons travailler avec les organisations les plus iconique du sport mondiale, aimées par une communauté mondiale de fans passionnés et engagés, et Formula 1 a été en tête de notre wish-list depuis très long temps. Notre objectif est simple : nous voulons faire en sorte qu’être fan de la Formule 1 devienne un engagement et un moment divertissant quelque soit votre lieu de résidence et Snapchat a la capacité d’offrir des expériences uniques et très créative de vivre et partager cela avec vos amis les plus proches. Nous sommes honorés d’être la première plateforme à collaborer avec Formula One et nous avons hâte de commencer à offrir aux écuries, partenaires et annonceurs l’opportunité de toucher des millions de Snapchatters à travers le monde. »

Snapchat a plus de 166 millions d’utilisateurs actifs quotidiens à travers le monde, qui créent plus de 3 milliards de Snaps chaque jour avec leur appareil photo. Un utilisateur actif quotidien revient sur Snapchat plus de 18 fois par jour et passe en moyenne plus de 30 minutes par jour sur la plateforme. 60% des Snap Ads, visibles dans les Stories entre autres, sont jouées avec le son, et en moyenne, plus d’un Daily Active User sur 3 joue une Lens chaque jour. 

Les collaborations avec les ligues majeurs, les organisations et les diffuseurs à travers le monde ont toujours été une priorité pour Snap Inc. A date, Snap a collaboré avec la grande majorité des ligues sportives professionnelles américaines et des organisations sportives et la plateforme enclenche aujourd’hui la seconde pour gagner en visibilité au niveau mondial à travers des accords internationaux. 

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