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(upbeat whistling)
(suspense music building up)
(airplanes whirring)
(crowd cheering)
(rock music playing)
(car engines roaring)
When Liberty took over, we looked across the board,
we looked at everything we did, what content we made,
how we made that content, how that content looked,
and also how can we bring the sport
into a modern generation?
We've been fortunate that we've had a large fan base,
but really knowing who they are, and where they are,
what they like, what they don't like,
how they engage with us,
I wouldn't say we've done the best job in that space.
What is exciting the most about this job
is the opportunity to be connected to the world.
Never been around a sport
that is so focused on technology and how technology drives
its innovation and it's performance.
It just feels like you're on cloud nine.
Like, it's like, bucket list things,
and you've just checked it off
and you're like, okay, I can die happy now.
It started out, really, as a vision
that this is where we wanted to race.
On November 18th 2023,
this city is going to be absolutely electrified.
(cars whirring)
(string music playing)
(upbeat music playing)
(cars roaring)
Whenever I talk about Formula One,
I like to have a roar of engines in the background.
It's like a clap of thunder to introduce me.
The lights go out.
Alonso accelerates away.
Fisichella goes to cover behind him.
Barichello on the right.
Button on the left.
Which of those two will get into the first corner first?
When I first started in 2006,
Formula One's owners, they certainly loved the sport.
They certainly wanted to be a part of Formula One.
Weren't really investing in the digital outlook
for the sport and looking at that digital landscape
and how Formula One could fill a demand that was growing
from an audience in that way.
My first real experience with Formula One
was actually covering it in person
and specifically covering its big return to America.
This was in 2012,
the inaugural US Grand Prix in Austin Texas.
Formula One was a very different animal than it is today,
especially in America.
Historically, Formula One is at heart a European sport.
I think that for a long time
is who they considered their bread and butter.
There were a lot of false starts
in the sport really returning in force to America.
You had Grand Prix racing that happened in Indianapolis.
The weekend got off to a shaky start
when Ricardo Zonta's Toyota suffered a tire failure
and speared off the track in Friday afternoon practice.
All the Michelin runners are going back to their garages.
I celebrated my 35th birthday on June the 19th at 2005.
While I was celebrating, Formula One wasn't.
Regrettably, the Michelin teams
could not participate in the race.
We going to look at the safety of our drivers.
Two Ferraris, two Jordans and two Minardis.
Only six cars started that race.
We couldn't even get a full grid
in front of 200,000 plus spectators.
We've been trying to establish, not just a foothold,
but to reward the fans in the United States.
Indianapolis, I think set the sport back.
(cars whirring)
(chime music playing)
It was pretty clear when Liberty came on board,
that being owned by a media company
was going to transform Formula One.
A media company that could see the future
for broadcasting, for social media,
for digital and creative content,
for spreading the message around the world.
Formula One looked at itself
and try to examine what we could do.
How could we bring the sport into a modern generation?
How can we improve it for fans?
How can we engage with new fans as well?
So, we looked across the board.
We looked at everything we did, what content we made,
how we made that content, how that content looked,
and also how we delivered that content as well.
Essentially we had two or three years of massive efforts.
Company expanded, we brought in new people, new departments
and really worked very very hard
trying to expand the footprints of the sport.
We were starting to see some of the benefits of the work
that had been put in over the previous for years.
We fully expected 2020 to continue that growth,
then we all went down to Australia,
and as is well documented, the world came to a halt.
(somber music playing)
Events over the last few days
have been moving incredibly quickly
that the event can't go ahead.
The reasons for that are well-known.
Sorry to our fans.
The health and safety and welfare of the teams,
the community generally has to take precedence.
Like all sports, Coronavirus had a huge impact.
We packed up in Australia,
and we had no idea when we would be up and running
and get our season going again
but we were really keen to be the first.
We had a plan to do a remote operation
over the course of two to three years.
It was on our roadmap.
What we actually knew is that the care of our staff
and our crew and also limitations around travel.
We weren't going to be able to travel
with the same sort of amount of people that we had before.
So we had to build a remote operation
in seven to eight weeks, which we did.
Quite a hard task under Covid working conditions
and we brought that forward.
(Formula One staff checking communications)
We guaranteed our broadcasters
that they wouldn't experience any difference
or they wouldn't know any difference
to the way we covered the race.
All right just quick shot for our parents.
Take on four.
We've developed the system over that period
and we've stayed as we are.
Sort of testament that we learned through it.
Actually, when pushed you can bring that forward
and that's what we've done.
We're still working with that remote operation now.
All right, four.
(low beat music playing)
(electronic music playing)
Never been around a sport
that is so focused on technology and how technology drives
its innovation and its performance.
We've added things like the helmet camera
which really gives the fan and the viewer
and experience what it's like in those cars.
Makes it a lot more human suddenly,
doesn't it, when you can see what the driver sees
and how they look to the apex as well
and you see how this, the pillar of the halo
doesn't really get in the way.
It doesn't affect your vision in the corner.
For this race, we bought something back
that we haven't had for about 20 years,
which is a camera inside the cockpit
looking at the pedals of the driver.
The driver is pretty hidden inside that cockpit.
So we want to dive into that secret world.
It was a big buzz to bring that back
and I think we're going to move it around the cockpit
to try and highlight other areas.
I mean, every one of these cars
are basically super computers.
The data flow that happens between the car, to its driver,
to the engineers back in the garage
is unlike anything we've ever seen.
And so, the amount of data that's flowing,
the way you read that data, you interpret it
is really unique in sports.
And so, the technology that's then built around it
not only sort of what's happening in the car
and around the car but how we bring the show to life,
how it's then sent around the world is unique in sports.
All right, just a quick shot, okay.
(electronic music playing)
Technology has been wonderful.
It increased in our engagement with our fans.
Our marketing team puts a lot of effort
into engaging with our fans and creating a fun environment
and bringing our fans along in our journey with us.
We like to have a two-way communication
and that's a wonderful thing
in the digital age that we're now in.
Historically, we would broadcast who we are to our fans
and they really didn't have a platform
to tell us how we were doing,
what they want to see from us,
how they'd like to participate and be involved.
(electronic music playing)
McLaren has a huge following on social media.
We feel like we're just getting started.
We know we have a lot more fans out there.
And we need to use technology
to be able to identify those fans,
understand what it is they like about McLaren.
And like any consumer brand,
which is kind of what we are to our fans,
make sure we're giving them more of what they want.
(soft music playing)
(producer clapping)
(Emily chuckling)
I'm Emily Bogosian.
I'm from Canton, Massachusetts and I'm 28 years old.
And I've been a fan of Formula One since 2021.
(cars whirring)
What part?
(clipper clicking)
(Leah laughing)
I'm Leah McGivern.
I'm from Auckland, New Zealand.
I'm a flight attendant and I love Formula One.
(cars whirring)
(producer clapping)
My name is Caitlin Roche.
I'm 21 years old and I live in Waterford in Ireland.
I'm like a, obsessed fan.
(cars whirring)
The British Grand Prix is a go.
Where I live is in Waterford.
It's the sunny southeast even though it rains
300 days of the year, here.
It's one of Ireland's oldest cities.
But it is one of the most beautiful cities ever.
(car engine whirring)
Well my dad's best friend, who is also like my second dad,
used to own a dealership, which I worked at.
Oh my god, you're the best, thanks.
When I was young, my mom used to drop me off
before she went to work.
It was always just a bunch of cool cars everywhere.
I can appreciate a beautiful car when I see one.
My dad and I watch Formula One
and we'll yell from room to room in the house
and we'll just say, oh my god, how do you think I'm doing?
'Cause we have a pool right now between us
and who can pick the best driver for each race.
You're in 12th.
Yeah, I'm going to go from up top.
You were never in up top.
You were actually in like fourth at one point.
You have 170 points.
Well, what are you?
Well, 214.
So, maybe you could.
No, I'm not throwing you extra points.
Come on.
No.
I think the shift had to have happened right before Covid.
I think Drive to Survive
really got a lot of people into Formula One.
What Formula One was.
(low beat music playing)
(people cheering)
We were going to, rather nervously I suppose,
give our sport to a another production company
and see what they could do with it.
And they were able to look at Formula One
in a different lens.
(cars crashing)
(people cheering)
We worked really closely together but
they're incredibly skilled at telling
and weaving a really different story
to what the traditional World Feed broadcast
and what the broadcasters
are able to do over a race weekend.
Drive to Survive has really helped bring
Formula One to a different audience
than perhaps where it has been in the past.
I think, if you just look at the makeup
of the Formula One viewer these days,
it has become younger,
it has become a little bit more dynamic,
it's become more diverse and inclusive.
It is no longer your dad's Formula One.
We cannot overstate the role
that Netflix's Drive to Survive
has had on that sport, in this country.
I think part of the pun,
it has been the biggest driver of success,
of attendance, of race growth in the United States
that we that we've ever seen.
It got tons of people into Formula One
who were not traditionally race fans.
More importantly it got them
into the drama of the sport behind the scenes.
It wasn't just racing,
it's this team's rivalry with that team
and it's this driver's personal struggle
and it's that driver's personal struggle.
It got people invested in the story lines.
Away we go.
(soft music playing)
Social media has helped big time.
If there's like, say not a race week one week,
you feel like there's still something happening.
TikTok and you'll see your favorite drivers
coming up on your for you page and stuff like that.
And Twitter is really good to just get insight.
It makes you feel more connected.
Relating it all back, it's like one big puzzle piece
and then you just connect it all.
I was just scrolling through
and I came across a video about a girl wanting to
bring a lot of girls together who will watch F1.
You have all these little channels.
So, you have a McLaren chat.
You have a Ferrari chat.
Let me just join it.
More stuff happens, I leave, I don't talk to anyone.
Within minutes of that chat,
I made friends that I'm still friends with now.
It was an instant click.
Like I just knew, like okay,
these girls I'm going to be friends with for like, life.
I mean, I was up all night literally just
texting and talking to all the girls and then,
you kind of figure out who you get along with
and we pretty much text every single day.
But making these friends online, who all watch it
and who all love the sport really means a lot.
And it means that I can discuss things with them
and they actually know what I'm talking about.
'Cause when I talk to my friends at home about it
they have no idea what I'm talking about, so.
Six o'clock in the morning and I was talking about
how I want to be at Silverstone, drinking cocktails,
you know, having a girl's day.
I was like, come on, it'll be fun.
No one knows anyone.
Like, it will just be a laugh.
I think it took 20 minutes of convincing everybody
honestly, to go. and after 20 minutes,
we were like, all right, see you in a few months.
Where are you off to?
I'm going to the airport, going to Silverstone, actually.
(plane engine whirring)
(rock music playing)
(people cheering)
(rock music playing)
Well, Silverstone has been the first race in Formula One
since 1950.
So, it's amazing that the energy that you feel here
is related to the tradition and the DNA of Motorsport
and Formula One is in the blood of the British people.
It's a fantastic track.
Very exciting track from a spectator point of view.
Very exciting track from a driver's point of view.
It normally produces great races.
And it has a purple history in the place of Formula One's.
This weekend, 2022 racing weekend, the series will be,
I would say the most followed sport event in UK.
There will be more than 350,000 people
that will attend this event.
So, it will be special.
There will be a lot of things going on,
on the track and off the track
and that's the beauty of Formula One of today.
We like the atmosphere.
We like the passion that comes.
And this, this is definitely one of the tracks
where that passion comes out.
It's huge this year,
possibly going to be one of the biggest events
in the sporting history of Britain.
I'm expecting it,
like my first race to be like a festival but with cars.
It's going to be chaos.
Everyone meeting in person.
It's going to be a good chaos.
Thank you.
So it's going to be a lot of fun.
Thank you.
Thank you.
Donuts.
Donuts.
And maybe donut's up there.
Oh yeah, work it.
One, two, three, jump.
If you're going to go to anyone
for your first one, it should be that Silverstone.
Top it up again and she was like I need another one.
(people cheering)
Our drivers, our young drivers,
they want to be out there with the fans.
They want to be able to communicate with them
and connect with them.
(people cheering)
You're going to see us really leaning in
to making sure that our talent
is first and foremost, connecting with our fans.
Eight-time British Grand Prix champion,
Seven-time World Champion,
Sir Lewis Hamilton.
(people cheering)
How are you guys doing?
(people cheering)
It's great to see how this sport
brings so many people together.
It's great to see people support all the different teams.
So, yeah, you happy?
(people cheering)
You know we've been fortunate
that we've had a large fanbase,
but really knowing who they are and where they are,
what they like, what they don't like,
how they engage with us,
I wouldn't say we've done the best job in that space.
And so, Salesforce has really helped
bring the right tools for us to begin to know
and have a deeper relationship with our fans.
(people cheering)
(low beat music playing)
(chime music playing)
All right, we create footage.
We've seen huge fan growth over the last five years.
And we identified that we know,
we really need to understand our fans better
to continue making their experience great with Formula One.
And we use Salesforce tools to vote for driver of the day
and join the conversation during the race, on the broadcast.
And then, we'll use customer 360
to sort of dive into our broader fan-based data
and understand, you know, how fans are engaging with us,
whether it's buying merchandise.
I like a half of that.
Yeah.
Do I need it?
Yes.
Gaming, social media, TV, ticket purchasing, et cetera,
and then, Salesforce will bring the wow factor to that.
'Cause it's one thing understanding what our fans are doing
and how they're engaging with us
and Salesforce will allow us to add the wow
and bring the experience to life.
It is so important and crucial
to be able to connect people in the right framework,
to make sure that we have the data
to have, you know, everyone close to us.
Making sure that everyone will receive from us
the information that they want.
That's why we are so proud
to have found an incredible partner like Salesforce
on which we are able to build up,
you know, the future and a better way to be connected
to all of our fans around the world.
(upbeat music playing)
I actually can't believe though,
we're finally here.
Yeah, it's crazy.
Eight months ago, everyone was like, yeah, let's do it.
And you were like, okay, buy a ticket.
And we were like, wait, wait.
And I was like to my mom, like,
yeah, I've been talking to 'em for months every day.
She's like, a "we".
Yeah, "we" come chatting and we're like,
yeah, let's go to England.
Oh ma, I never met 'em.
So, to actually see them in person and connect,
it's just like, I want to see them every week now.
Sitting with all the girls
and getting like the best views possible,
things you wouldn't see on TV and stuff like that.
Hearing the cars, it's like nothing you can imagine.
It's just so loud.
We're all planning Vegas next year.
Count me in.
Vegas next year.
That would be a good one.
Vegas is going to be huge.
I need to start saving.
I really need to start saving too.
(cars whirring)
After Sunday night, you're dead but you'd do it all again.
It just feels like you're on cloud nine.
Like it's like bucket list things
and you've just checked it off
and you're like, okay, I can die happy now.
You know, like, I've done it.
(upbeat music playing)
On November 18th, 2023.
This city is going to be absolutely electrified.
Every day, it has an incredible vibe,
it has lights, it has action, it has bustle.
And we are going to bring that tenfold on our race day.
We plan on actually having the event last
more than just Saturday night.
It's going to be a multi-day ticket.
There's not an ounce of this city
that we are not going to activate for our race weekend.
This will be the future home of F1 in North America
right here, on this vacant land.
39 acres.
2023 is the first race in Vegas.
So, it's a street circuit.
A night race too.
I love Vegas, I can't wait, it's going to be so sick.
I want to gamble, I want to party and I want to go see a race.
Like, favorite things combined.
It will be just like one of those amazing experiences
like, once in a lifetime.
Though sport never really put much emphasis
on social media.
That was one thing that we knew we could change
and we could do much better with.
And the teams and the principals and the drivers,
they've all really embraced the power of social media
and connectivity.
Obviously, we know connectivity is one of the most
important aspects of the Salesforce business model.
During the race weekend.
And it's one of the reasons
that we chose Salesforce as one of our partners
is cause we believe in the power of connectivity.
And when you look at the reach of Formula One
across the globe, particularly in America,
and I think so much of that has been driven
by that new social media presence
that we have embraced fully.
We will have three US races in 2023.
Miami was an incredible success.
Sold out.
Record attendance.
Austin saw incredible growth in their attendance.
And this was during a time when laws didn't allow
Europeans into the country due to the Covid restrictions.
And we saw record attendance in Austin, over the three days.
So where did that come from?
It came from the power of social media
and it came from the connectivity
that's been born through Drive to Survive
and the changes that Liberty has implemented
since we acquired Formula One.
I think it sends the message that Formula One
is in North America to stay,
that we are here to attract a new demographic,
we welcome all types of demographics to our fanbase
and we're looking forward to what is to come in the future.
(cars whirring)
(people cheering)
(slow rock music)
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