Formula One have revealed that they will collaborate with Snap Inc. – the creators of SnapChat – and cover a selection of races between now and the end of the season.
As part of Formula One’s social media expansion, the British Grand Prix will be one of several races featured on SnapChat’s curated editorial platform, Discover.
The Discover feature will show a selection of the photos and videos (also known as ‘Snaps’) uploaded to SnapChat by the fans.
The Snaps will be hand-picked by the SnapChat editorial team and created into a story, which will be viewable to all SnapChat users.
The British Grand Prix is the first event in a collaboration which also includes the Grands Prix in Singapore, Japan, the US, Mexico, Brazil and Abu Dhabi.
Frank Arthofer, Head of Digital and New Business, Formula 1, said: “This is the first step towards expanding our social media strategy. Right from the start, we have said we want to work with partners to bring fans closer to the amazing show that is Formula 1, an incredible mix of technology and individual talent – and Snap fits that bill.
“We need to continue to bring new fans to the sport – by reaching out to them on social media platforms with behind the scenes, fun and engaging content. Snap’s platform is one of the most popular among ‘millennials,’ a sector we are particularly keen on attracting, as it represents the future of our sport.”
Ben Schwerin, Vice President of Partnerships for Snap Inc. said: “We want to work with the most iconic sporting organizations in the world, that are beloved by our global community of passionate and highly engaged fans – and working with Formula 1 has been at the top of our wish list for a long time.”