Michael Satterfield
Scuderia Ferrari, luxury car maker Ferrari’s Formula 1 racing division, has partnered with Santa Monica-based digital agency, RED Interactive Agency, to launch a one-of-a-kind, all access digital destination, SocialSF All Access. Together, the racing team and agency developed, created and launched a platform where passionate Formula 1 racing fans can directly connect with the Scuderia Ferrari team by accessing exclusive content.
This is the first time in Scuderia Ferrari’s history that racing fans are offered this rare under-the-hood view. Ferrari has some of the most avid racing fans, and SocialSF All Access celebrates and rewards them by providing an unprecedented opportunity to connect with the racing team.
“We are very excited about the launch of SocialSF All Access, which offers an exclusive, behind-the-scenes look at our team through a new digital social platform. We have the best fans in the world, and now they’ll be closer to our team than ever before.” – Paolo Tacconoi, Ferrari, Senior Vice President – Chief Digital Officer
SocialSF All Access is the ultimate racing fan site, complete with gamification that allows fans to earn points by sharing social content, opinions and their enthusiasm for Scuderia Ferrari. More participation allows users to level up, access exclusive content, and be featured and celebrated by Ferrari Scuderia at SocialSF All Access.
“Creating a platform like SocialSF All Access with Scuderia Ferrari is a game changer in how racing fans will consume and engage with Formula 1 from this point forward. We are honored and proud to be part of the future of this sport and to do it with such an iconic racing team.” – Donny Makower, RED Interactive Agency, President
SocialSF All Access asks fans to sign-in through either Facebook or Twitter, allowing them to participate and track their ranking through various activities:
- Earning Points and Badges: Points are earned for almost every action on the site including signing up, liking posts, sharing content, and sharing the site. Points also give fans access to four different tiers of content. The more points earned, the more exclusive the content. As fans move through the various levels (Fan, Press, VIP, and Team), they are rewarded with various achievements and increased accessed to exclusive content.
- Featuring Ferrari’s Favorites: Ferrari will select their favorite posts from each race weekend by showcasing fans’ efforts on the site and incentivizing others to post great content, which will be recognized and featured by the Scuderia Ferrari team.
- Taking a Challenge: Fans are asked relevant questions that align with race day activities. Taking part in the challenge gives fans points in the race to the top of the leaderboard.
Scuderia Ferrari will be supporting the launch of SocialSF All Access through various digital efforts including promotions on all Ferrari owned social media channels, and promotionally placed videos by Formula 1 world champion drivers Kimi Rakki Dyn and Sebastian Vettel.
