With the Formula One season kicking off this weekend, sponsorship brands are out in force to engage consumers from all over the world. Coca Cola’s sub-brand, Burn, has launched their campaign by taking to the social media platforms. They are pushing for fans to ask racing drivers from the Lotus team questions about the exciting season ahead of them. The team at Burn is also using Facebook and Flickr to promote a short snippet of the Lotus ‘Showtime’ campaign. If you can catch a glimpse of the cars as they fly past our screens, you will also see the drinks red flame logo plastered on the side of them.
Many of the other sponsors, such as Smartphone maker Blackberry, are also taking to social media to connect with their fans more. This makes a change from the previous focus on building B2B relationships with the ‘you scratch my back I’ll scratch yours’ mentality, which have been notoriously sought after in the past.
We are glad to see that companies are beginning to see the importance of communicating well with their loyal fans as well as the multinationals, and are focusing their marketing and pr strategies in a more relative, consumer-minded manner.