01 CASE STUDY
Azerbaijan GP (BA)
DIGITAL & SOCIAL
SMG has been a long-term partner of the Azerbaijan Grand Prix, which, thanks to its breathtaking setting and guarantee of drama, has become one of the most eagerly anticipated races on the F1 calendar.
Having previously supported the race’s promoter, Baku City Circuit, with its event promotion and international PR, SMG now also holistically supports BCC with all of its social media content from pre-race campaigns through to race week coverage.
2021 marked our first full-service collaboration and without the full F1 experience due to Covid-19 restrictions.
Without access to drivers, the energy brought by the fans and nightly concerts, our remit was to be creative to maximise resource, develop the BCC brand as a place for stunning scenery and dramatic racing and build a feeling of FOMO for 2022.
ORGANIC INSTAGRAM REACH
SHARES ON SOCIAL
RACE WEEK TWEETS
more than double that of 2019 - viewed by 2.72m users
The result was a significant uplift on 2019, overwhelmingly positive sentiment among the passionate F1 community and the creation of a tone of voice and identity that is totally unique among competitors in the F1 race promotion space.