- WTF1 Clubhouse makes physical debut
- New home for community of fans brought together by Netflix’s Drive to Survive
- Sponsors Eighty-One Powerdrink UK and BenQ delighted by fan interaction
- ‘Bigger and better’ promise for 2022
SILVERSTONE, UK (Monday, July 19, 2021) – The Race Media’s social-first brand, WTF1, successfully piloted its new Clubhouse concept at the British GP and welcomed an exclusive group of its Team WTF1 members to a campsite experience with a difference.
WTF1 is the go-to brand for the Drive to Survive generation, and the Clubhouse created a time and place where like-minded fans could meet up and share the experience of F1’s first-ever Sprint qualifying format.
The Clubhouse was part of the new Team WTF1 offering, a subscription service that rewards fans with exclusive content, direct access to the WTF1 editorial team, and the opportunity to participate in live events: the first of which was the Silverstone campsite.
From Thursday to Sunday, the Clubhouse provided a place where WTF1 fans could mingle, play games – including the classic SEGA Rally – eat and drink, as well as take part in live Q&As, including the recording of the Internet’s Best Reactions, WTF1’s highly successful YouTube series, which was recorded in front of a live audience for the first time in its history.
The Race Media’s Head of Digital, Matt Witham, said: “For a large number of WTF1 fans, this was the first live Grand Prix experience, as many were introduced to Formula 1 by playing the game and watching Drive To Survive.
“To see the depth of knowledge and the reaction and excitement to the action on track was pure joy, and great to know the sport we all love has a new band of followers who live on social media and engage so fully.
“The large number of female campers is testament to the inclusive content Matt, Tommy and Katy put out every day, and they loved having direct contact with the fans.
“Creating a live event in 2021 is a story all by itself, and our team did a sensational job, and it’s all worth it when guests leave with a smile on their face and a parting ‘we’ll see you next year!’.”
An ever-present DJ set the ambiance, while the glorious Silverstone weather and the launch of F1’s 2022 car, and the successful debut of its Sprint qualifying format added the final flourishes to a stunning weekend. Plans are already in place to extend the concept next year, expanding the number of camping pitches and creating even more entertainment and engagement.
Marion Barnaby from Eighty-One Powerdrink UK said: “We jumped at the opportunity to activate our motorsport sponsorships with WTF1 and the army of massively enthusiastic, millennial fans.
“As a new entrant to the energy drinks market, putting cans in the hands of a community of social natives made a lot of sense, and the growth in awareness has been instant attracting a lot of welcome attention.
“We’ll be back next year, bigger and bolder to work with a valued audience who represent the future of sports fans.
“We’re going to need our own product on Monday morning…”