Formula E drives engagement with social video in Grabyo partnership

Formula E has revealed that social video embedded on Facebook and YouTube has caused an online engagement surge, following a partnership with video company Grabyo.

The racing championship has been sharing real-time highlights of its heats online using Grabyo technology, reporting greater user interactions during its Monaco and Berlin ePrix.

Together, both races boasted 350,000 video views and 6.4 million impressions across Facebook and Twitter. Formula E and the London start-up are also encouraging the drivers and teams to create their own social video content.

Ali Russell, director of media and strategic partnerships at Formula E, said: “Grabyo VIP has made it much easier for the teams and drivers to track the clips we're sharing from the live broadcast, as well as which clips are driving the most engagement. As a result they're re-sharing more of our videos, all of which are in native formats, and in a more timely fashion.

“But it's also been encouraging to see them experiment with their own social video campaigns - bringing fans exclusive content throughout the weekend."

Gareth Capon, chief executive at Grabyo, added: “Formula E’s radical and progressive approach to digital is making waves in the sports industry - its use of FanBoost to integrate digital into the strategies of the racing teams is genius. So having them showcase Grabyo VIP is a real privilege.

“It has been a pleasure to watch the racing teams get involved in its social video campaigns and together they’re generating a remarkable level of social engagement given the championship is still in its first year and this is all organic."

The Grabyo VIP app is now available for download on the Apple app store for verified Twitter and Facebook users.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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