How Formula E leveraged content to engage its fanbase and create new value for sponsors

Case Study Sep 08, 2020

The Background

Formula E is the world's first all-electric international single-seater championship and is the most competitive and unpredictable racing series in the world.

Since making its debut in 2014, Formula E has grown into a global entertainment brand. In its sixth season and now featuring 11 teams and 22 drivers, the Championship has become a destination for the world's best motorsport teams and talent.

Formula E had completed five races of the 2019/20 season before it was suspended due to the coronavirus outbreak. To resume and conclude the season, Formula E put on the ‘Season Six Finale’: six races taking place in only nine days at Berlin’s Tempelhof Airport.

The Challenge

Resuming the season during a pandemic meant that Formula E had to return with something a little different. With no fans admitted to attend, the fan experience was a key challenge. Formula E needed to keep a global fanbase engaged and feeling like they were still involved, while the racing went on behind closed doors.

In parallel, Formula E needed to re-think the Allianz E-Village (a race day experience that normally hosts up to 40,000 fans per day at each race) and deliver a digital equivalent that could still drive benefit for official insurance partner, Allianz.

Formula E felt that by simply relying on their social channels they would risk failing to capture the ‘story’ of the Season Six Finale and needed something that could pull all of the activity together as well as bringing their fans together in these unprecedented times.

The Solution

Amondo provided a series of solutions to Formula E:

Race Hub

A race day Imprint was integrated into the Race Hub on the Formula E website, for each of the six races. This brought together content from Formula E, team, driver and partner channels, as well as race-related reactions and insight from fans – from across all social platforms.

Amondo’s in-Imprint clickthrough tiles enabled Formula E to drive visitors to various fan engagement and participation features, as well as direct them to partner promotions and race reports elsewhere on site.

We’ve been able to use the race Imprint as a one-stop-shop for all Formula E content – creating a simple user journey.

Virtual Allianz E-Village

Formula E created an additional Imprint to act as a Virtual Allianz E-Village, to bring their fans together while racing behind closed doors and allowing them to share their race day experience at home.

As well as bringing together Formula E fans, the Virtual Allianz E-Village was also designed to feature partner messaging and drive traffic to partner activations and promotions.

It's great that we can deliver something really valuable to our partners, with no additional time and effort required from them.

Broadcast Solution

Finally, Amondo enabled Formula E to showcase the best content from the Season Six Finale through the worldwide broadcast. Our dedicated, branded broadcast product brought a social dimension to the race broadcast, allowing presenters to highlight and discuss content in real-time and giving fans an opportunity to submit their content and be featured in the broadcast.

Amondo has enabled us to have more of a two-way conversation with our fans.

The Results

It was a pleasure working with Amondo in our Season Six Finale in Berlin. The team themselves acted as an extension to Formula E throughout the whole operation. The product itself was a huge success, with the whole [Formula E] eco-system providing positive feedback across the board.
It was great to be able to integrate our fans in the Formula E experience while racing behind closed doors. Using Amondo has helped increase traffic to the website and various other digital products with it’s simple user journey.

Emily Hirth

Digital Project Manager, Formula E

Using Amondo, Formula E was able to create a series of content destinations that brought race fans together to a single place where they could experience the Season Six Finale. The fan engagement and participation offered by Amondo’s Imprint format also provided significant value to key partners, who were placed at the center of the fan experience.

By integrating Imprints into their website, Formula E increased entries to partner promotions and competitions, and increased fan session lengths on race hub pages.

If you would like more information about our project with Formula E or would like to discuss working together, drop us a line at

Team Amondo

We create content destinations that drive engagement.