At the start of the 2023 season, Formula 1 introduced 'F1 Unlocked,' an immersive fan membership program designed to transform casual fans into dedicated fanatics. This initiative aims to deepen the intensity of their fandom and foster a long-term, profitable relationship with the brand.
Built as a natural extension of the F1 brand, 'F1 Unlocked' offers more than just access. We created a design system that immerses fans in the world of F1, providing a familiar yet new experience. The platform allows for diverse engagement, featuring a flexible identity that adapts to various content and audiences worldwide. The gridded mesh design holds a wide array of content, using the language of gaming to immerse fans in the limitless world of F1. This enhances the overall experience by allowing personalization and unlocking the greatest racing spectacle.
Since its launch, 'F1 Unlocked' has exceeded expectations. Fan growth is 12% above target, opt-in rates have surged by 33%, and the percentage of engaged audience members has risen by 12%.
700k+
SIGNUPS
78%+
RETURN USERS
10%
CONVERSION
8.3/10
SATISFACTION
