F1® Manager 2023 + 2024
Finding fan growth for an established Frontier franchise
The Background
Frontier Developments wanted to ensure F1® Manager made a splash outside of core fanbase – year after year. We designed launch campaigns for both the 2023 and 2024 titles, making sure we hit passionate fans and eager beginners each time.
The Activation
We needed to respect the core player base of the longstanding F1® franchise whilst also onboarding new players, without making either feel excluded. So, we worked closely with community champions – creators that are eager to share their love for the franchise, and offered them a space to invite their audience along for the ride.
Our 2023 campaign ranged from in-depth multi-hour streams, through informative Instagram Reels to TikTok skits – we gave our creators the chance to express their excitement in a way that suits their channel best. In 2024 we were able to take our learnings to bring in audiences that not only have an existing interest in the world of Formula 1®, but also love strategy and simulation titles. This resulted in a 320% increase over the view KPI in 2024 – compared to a 27% increase in 2023!
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The
Results
They supplied us with a diverse list of influencers, finding us new talent outside of those we already work with organically and regularly, helping us to expand our reach and voice. They surpassed the proposed KPIs, delivering strong results, but also ensured that those we did work with were well supported and cared for, making sure Frontier and the influencers develop the best relationship possible for the future.
