Formula 1 strikes deal with Snapchat

Esteban Ocon enjoying some social media action. Credit: Octane Photographic Ltd

In its quest to attract the younger generation and envelop itself in all things social media, Formula 1 has just gone into partnership with Snap Inc, creator of the popular app Snapchat.

The arrangement will result in coverage of F1 races on Snapchat’s curated editorial platform – Discover, and will go into action from this weekend’s British Grand Prix at Silverstone.

Snapchat’s ‘our stories’ section, collates photo and video contributions from Snapchat users at select events, whilst Discover allows users to view content compiled by publishers, brands, and Snapchat’s own editorial staff, instead of other users.

It is this operation that will be used to share content in the form of images, video or editorial, which is uploaded in daily ‘editions’, with the only downside being that it disappears after 24 hours.

The service will also be available at a further six of the remaining ten races following the British Grand Prix, in the countries of Singapore, Japan, USA, Mexico, Brazil and Abu Dhabi and as F1’s Head of Digital, Frank Arthofer explained to recently, this will be F1’s initial foray into broadening their social media horizons.

“This is the first step towards expanding our social media strategy.

“Right from the start, we have said we want to work with partners to bring fans closer to the amazing show that is Formula 1, an incredible mix of technology and individual talent – and Snap fits that bill.

“We need to continue to bring new fans to the sport – by reaching out to them on social media platforms with behind the scenes, fun and engaging content.

“Snap’s platform is one of the most popular among ‘millennials’, a sector we are particularly keen on attracting, as it represents the future of our sport.”