F1® Manager 2023

The Background

In the run-up to the launch of the ultra-realistic F1® Manager 2023, Frontier Developments asked us to help them create and deliver a multi-beat launch campaign.

Together, we teamed up with dedicated members of the F1 community and encouraged them to put their knowledge (and love of the sport!) to the test.

The Activation

‍We kicked off just after the F1 British Grand Prix at Silverstone – one of the biggest events in the racing calendar – inviting fans to complete a short demo and test their team management skills. Creators from all over the globe were invited to try and see how well they’d do as a Formula 1 team manager. This challenge led to some fantastic moments across Twitch, YouTube and TikTok, with audiences cheering on their favourite teams and content creators.Once the test drive had been completed, we dived straight into launch. We asked over 40 creators to showcase the title to their audiences.

Content 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.The campaign saw over 3,100,000 views across Twitch, YouTube and TikTok, greatly exceeding benchmarks. Feedback from the audience and creators on both the game and campaign was stellar: one participant said they’d happily play the game for more than 10,000 hours.