1 Hour with McLaren Drivers
The challenge? Create 1 long-form YouTube video and a dozen social-first content pieces, but you only have an hour with each driver. Oh - and make sure our products, brand, and messaging come through!
How do you create a season’s worth of F1 sponsorship content in that amount of time?
At neuemotion, we lead with science-backed ideas and focus on insights that fuel the direction we go.
Insight #1: F1 Fans Actually Care About Driver of the Day
When the sport becomes so expected with the same winner across each race, F1 Driver of the Day, sponsored by Salesforce, becomes the key way for fans to vote and recognize the driver they believe performed the best in each race.
Insight #2: F1 Fans Are Tired of “Sea of Same”
Nearly every F1 sponsor that has access to drivers for content has had them race miniature cars, talk about a race, or awkwardly retrofit brand messaging into an interview. And the comments were *tired.*
So … what if we
Integrated a Salesforce product (Tableau) to support Driver of the Day and showcase data on F1 fans and use it to *inform* the content, rather than *be* the content.
And what if we tirelessly scripted out the shooting schedule down to the second, and created overlapping dual-purpose moments for long and short-form content?
Arts & Crafts isn’t the “Sea of Same”
By leveraging our insight that F1 fans wanted something different and landing on the idea that Oscar Piastri and Lando Norris should custom-make trophies for each other based on data in Tableau, F1 fan accounts amplified Salesforce’s content well beyond the confines of their traditional channels.
neuemotion’s short-form vertical video highlights the exciting partnership between Salesforce and F1, celebrating the power of fan engagement through data. The video, centered around the F1 Driver of the Day, features McLaren driver Lando Norris receiving a handmade trophy from his teammate, Oscar Piastri. Inspired by the fans who vote for their favorite driver after each race, this playful moment brings a new dimension to the connection between F1 and its passionate global audience.
As part of this initiative, Salesforce used Tableau to create visualizations that helped drivers explore how fans voted for Driver of the Day throughout the season. These insights fueled their creativity as they designed unique trophies, turning fan sentiment into a tangible, lighthearted celebration of the sport’s biggest personalities.
This video resonated beyond just the F1 community, gaining traction across fan highlight accounts and further amplifying the excitement around the campaign. By showcasing the intersection of data, storytelling, and fandom, the piece proves that Formula 1 isn’t just about what happens on the track—it’s also about the fans who make the sport what it is.
By bringing fan-driven data to life in a fresh and entertaining way, this video is a standout example of what makes a great brand partnership.
The video saw 250k+ views on Salesforce O&O handles and 2m+ views in fan edits of the content.
