This past weekend April 8th-10th, The Moto GP World Championship took place at The Circuit of The Americas track in Austin, Texas. Marc Marquez came out on top while Valentino Rossi bit the dust, and the ear splitting motor engines echoed throughout the city.
If you weren’t able to make it out to the races, fear not… Snapchat had you covered with Moto GP coverage submitted by attendees. The millennial-inspired social media platform offered Austinites the chance to be a part of the action with a reel of clips condensed in to a 3 minute video for an audience to stream over a 48 hour time period.
The Moto GP Snapchat story proved very successful in terms of marketing and advertising for three reasons. One: it increased the sport’s reach to a new audience. Two: it allowed fans to interact with the branded event. And three: it kept the audience’s attention.
A New Audience
Many Texans are not avid fans of the Moto GP. Nor are they even aware of the sport that is popular in other parts of the world. The featured Snapchat story put The Moto GP on the map by creating awareness among Austinites. Fans were introduced to the event through the social media platform, and were able to follow racing highlights without fully committing to the event (purchasing a ticket, signing up for a news letter etc.). The Snapchat story lured in a new audience in a very subtle manner, and created audience generated advertising for Moto GP racing.
Two Way Conversations
The Moto GP Snap story did an amazing job of putting the advertising in the hands of the audience. Snappers could post their videos and photos to the story and were entered to have their Snap video featured in the Moto GP story. Fans were also able to use several geotags related to the event to enhance interaction. These aspects established a two way communication between the fans and brand (The Moto GP). This conversation created a relationship between fan and brand, resulting in deeper fan loyalty.
Small Attention Span
In this day and age with increased technology, a typical audience has an attention span of five seconds. This is a huge obstacle for advertisers because they must figure out how to engage an audience within a very limited time span. With this in mind, Snapchat is a good platform to use because videos don’t generally last more than 30 seconds. In addition, featured Snapchat stories are capped around five minutes with a combination of audience videos mixed in. Each new short video catches the viewers attention resulting in audience engagement.
So now that the roaring motor engines are gone; the ringing in our ears resonates from The Moto GP and featured Snapchat story. The weekend is over but the smoke is still clearing from The Moto GP World Championship.