Formula E utilized Grabyo Studio to create an innovative, real-time, branded advertising campaign for its title partner, Qualcomm Technologies, across Facebook and Twitter at the New York ePrix.
As a Grabyo partner, Formula E was able to produce and publish clips live from the race to its social accounts in real-time. With Grabyo’s integrated monetization tools, Formula E published Twitter videos and video with Facebook Branded Content to create a near-live advertising campaign for Qualcomm.
Videos clipped and shared from the race featured the Qualcomm brand prominently on both social platforms. By overlaying Qualcomm assets on the video and adding a branded post roll slate, Formula E was able to increase both the awareness and the value of its sponsorship with Qualcomm.
Grabyo Studio integrates seamlessly with Facebook's Branded Content program allowing Formula E to create a visible ‘handshake tag’ on featured videos promoting its partnerships with Qualcomm; this also serves as a clickable CTA, pushing social traffic to the Qualcomm page.
Here are your #FanBoost winners for the #NYCePrix
Posted by FIA Formula E on Sunday, 16 July 2017
The Qualcomm New York City ePrix doubleheader on July 15 & 16 was the first FIA-sanctioned open-wheel race to take place within the five boroughs of New York City. Formula E continues to be one of the most innovative sports properties and continues to push the boundaries with social sponsorship and brand activation for its partners.
Having previously delivered social branding campaigns with DHL and VISA, this was the first time social video had been used as part of the sponsorship mix for a title sponsor. Formula E continues to push the boundaries on what its sponsorship packages and activation look like for its sponsors.
As rights holders look for new ways to deliver value to sponsors, social media platforms provide a channel to deliver content to a global audience, which are continuing to move away from linear TV. Alongside this, brands and advertisers are continuing to look at new ways to increase the ROI on advertising and sponsorship spend across digital platforms. Real-time brand association across social media is driving the value of inventory shared across digital properties.
— FIA Formula E (@FIAformulaE) July 16, 2017
The value of this form of social sponsorship is heavily reliant on the rights holder's ability to deliver content, publish clips and add sponsor attribution and graphics with speed and in real-time – this is where Grabyo Studio provides value for many partners. Formula E can distribute clips from its live race feed with Qualcomm branding, to multiple social platforms and pages instantly.
By partnering with Formula E to sponsor near-live content, Qualcomm took advantage of the on-demand and viral nature of social video. It's this that presents the biggest opportunity for brands and advertisers. The highest levels of engagement around sports events on social platforms are seen when the event is live on TV – so speed matters when sharing sponsored clips to these platforms.
Formula E also used Grabyo Studio this week to continue its innovative work across social and eSports. Ahead of the actual race weekend, Formula E broadcast live streams from both free practice sessions and an exclusive Facebook Live broadcast of Australian actor Chris Hemsworth doing a lap on the NYC track. Taking advantage of the broadcast rights available, and using social platforms to deliver live content, Formula E can build its fan base and awareness of its sport.
Away from the track, Formula E continues to embrace eSports and gamify its programming as it broadcast its entire eRace live to Facebook. The eRace, which featured both amateur gamers and professional drivers competing on a virtual circuit, is a unique take on eSports exclusive to Formula E. The eRace is complemented by the unique 'fan boost' element to Formula E races, where fans of the sport can vote online to give their favourite driver a helping hand during the race.
Watch Sunday's eRace for the 2017 FIA Formula E Qualcomm New York City ePrix
Posted by Formula E eSports on Sunday, 16 July 2017
With more rights holders looking to increase the value of current distribution deals through social video, this example from Formula E illustrates the potential for rights holders and sponsors to collaborate in real time and create unique advertising experiences. Grabyo underpins this partnership, providing the speed and reliability of publishing that enables the world's leading rights holders and broadcasters to create, distribute and monetize content in real-time.
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