Third partner team for IQONIQ
This is what is called an aggressive launch strategy: while the app has not yet been launched, IQONIQ has just announced a partnership with a third F1 team.
With closed-door races, a major issue strikes all sports organizations: how to maintain the connection with fans, who are the financial drivers of the teams, through the purchase of Grand Prix tickets, merchandise, and television subscriptions.
Obviously, social media plays an essential role, but for sports brands, this means being in the same environment as direct competitors and the possibilities for differentiation are not very significant. This is the niche that the start-up IQONIQ wanted to exploit, promising complete interaction with teams, with the production of specific content and the possibility of winning exclusive experiences with the team.
IQONIQ presents itself both as a platform for distributing content and as an interaction zone between fans of the same team, while also offering a commercial platform for purchasing merchandise and tickets for events.
She made her arrival in the F1 paddock in July with McLaren, before being joined by Williams. For 2021, a third team will carry the platform’s logo, Alfa Romeo. In any case, the communication strategy is the same with the presence of the logo on a medium that has been very little used until now: the mechanics’ helmets, which are regularly showcased during races, whether during pit stops or in the event of on-track battles to show their reactions.
