In addition to the sports sponsorship of Scuderia Toro Rosso in Spielberg, the myWorld Group was also named sponsor of the Austrian Formula 1™ Grand Prix and commissioned luna agency to effectively market this sports commitment for all brands of the globally operating group. Above all, a holistic concept of brand staging was required, which adequately and interactively presents the different companies and fields of activity to thousands of visitors both on-site and online.
The solution was the implementation of an interactive production in the myWorld area, so that the visitors could get to know the individual products and services in a predominantly digital way. As the main attraction, we gave the audience the unique opportunity to admire an original Formula 1™ racing car from Scuderia Toro Rosso up close. In addition, we were active on all the group’s social media channels before, during and after the event. In this way, fans could participate online, user-oriented content could be created, and a wide reach and positive image transfer of the sports sponsorship could be achieved.
In addition to an enormous media value due to the global coverage, a total of over 200,000 visitors interacted with the presented brands on-site and communicated online on over 25 social media channels with thousands of impressions. Therefore, the company presentations at the event on the Red Bull Ring can be declared very successful and target-oriented both live and cross-media.