A global partner of Formula 1, Heineken (@Heineken) wanted to showcase its sponsorship of the championship and strengthen its connection with committed racing fans. Knowing that millions of fans follow Formula 1 (@F1) on Twitter, Heineken was keen to make the most of this and engage with passionate fans ahead of the Grand Prix of Australia, China, and Spain.
To capitalise on the buzz running up to Grand Prix days, @Heineken partnered with @F1 for a series of Amplify Sponsorship packages, enabling it to run branded pre-roll video with some of Formula 1’s most engaging content. This included race highlights, archive content, interviews with drivers, and much more.
This sponsorship meant @Heineken could make the most of @F1’s diverse and wide-ranging video content, reach its sizable fan base on Twitter, and strengthen its brand association with Formula 1.
To identify and engage with these most committed Formula 1 fans, Heineken partnered with SOCIALDATABASE to distinguish hardcore fans from casual observers.
The agency conducted a deeper analysis of the Twitter data archive to build audiences reflecting different levels of interest. For example, it saw that a casual fan might follow superstar driver Lewis Hamilton, but a truly committed fan would follow at least 20 Formula 1 accounts.
This analysis enabled SOCIALDATABASE to create a custom model of Super Audiences, involving a broad audience of 35 million casual fans, a balanced audience of 17 million interested fans, and a narrow audience of 3.4 million committed fans.