This is a group presentation regarding specific marketing communication methods and tactics to bring Formula 1 Racing to the United States.

1. Formula 1
Racing
Bringing Advanced Technology and Speed
to the United States
Presented By:
Michael Kanago
Marsha Buchanan
Scott Horn
Paula-Kaye Herdsman
Carrie Qin

2. NASCAR? NASCANT!
• Jeff Gordon couldn’t have said it better
“If they want to see the most technically advanced car that
exists...faster than anything that is humanly possible in your mind, then
go and see a F1 race”

3. Formula 1 vs NASCAR Demographics
Formula 1:
• Wealthy, educated Males: mid 20’s-mid 40’s
• Average disposable income of $70,000
• Mainly in the Northeast

4. NASCAR Demographics

5. SWOT Analysis
Strength Highest class of auto racing
Perception: most expensive, high-end and glamorous sport
World-wide fan following
Highly advanced purpose-built fallacy
Weakness No famous local racer
Expensive tickets
Haven’t gained an American fan base
Perception: dangerous, lack of entertainment
Opportunity Creating more job opportunities (add to the economy)
The success of the host of US F1 in Austin-Texas
Americans’ enthusiasm toward sports and advanced technology
Convenient transportation, lower air ticket price
Threat Competition with NASCAR
The popularity and loyalty of other sports in the US (football)
Miss out financially

6. MLS and Formula 1: A Blueprint
Major League Soccer
• 3rd largest attendance in U.S. pro sports
• Largest growth rate of any U.S. pro league
• 10th largest attendance rate of any professional soccer
league
• 2nd youngest fan base; 3rd highest average income

7. MLS and Formula 1: A Blueprint
Source: theatlantic.com, 2014

8. MLS and Formula 1: A Blueprint
The MLS Recipe for Success
• Know your (young, liberal) demographic
• Follow the (urban) money
• Think of the children
• Import

9. MLS and Formula 1: A Blueprint
Source: sportworldmap.com, 2014

10. Proposal: Sponsorships
• Acura, one of our clients, is owned by Honda
• Honda is getting involved in Formula 1 racing
• Lower barrier of entry

11. Proposal: Sponsorships
• jetBlue: another client of Mullen
• Provides international travel

12. Proposal: Sponsorships
• Red Bull sponsors two top 10 F1 drivers
• Broad digital/social media presence

13. Proposal: Sponsorships
• Under Armour invests in technology
• Niche markets

14. Proposal: Sponsorships
• American “Craft beer” of AB-InBev
• Access to major urban markets
• Largest growing bev. segment
among young, affluent pros

15. Proposal: Sponsorships
• NBC is bringing Formula 1 to a larger audience
• NBC heavily promoted the Monaco Grand Prix
• John Miller, NBC Sports Group President: F1 is a “perfect fit”

16. Advertising Tactics: Social Media
• Formula 1’s Facebook page: nearly 370,000 Likes
• Red Bull’s Facebook page: nearly 45 million Likes
• Red Bull Racing’s Facebook page: nearly 4 million Likes
• Cross-share links of different pages
• Boosts Formula 1’s number of Likes

17. Social Media Continued
• Instagram: 15 second videos and pictures
• @F1’s Twitter: 924,000 followers
• Snapchat: joined the advertising game
• Formula 1 mobile applications

18. Advertising Tactics:
Magazine/Digital
dadfsd

19. Magazines Continued: Popular
Science
Readership Demographics

20. Advertising Tactics: Out-of-Home
Signage in urban areas of interest
• Digital Billboards,
public transit hubs
• High visibility &
impact in drawing
new consumers

21. Advertising Tactics: Promotional Events
NBC Sports Group Sponsored Documentary
• Spiritual sequel to NBC’s 2014 F1 film, “1”
• Explore the sport’s great American drivers
• Follow Gene
Haas’s pursuit of
American F1 team

22. Advertising Tactics: Promotional Events
Sponsored “Formula Chicago” city race
• Red Bull, Goose Island,
jetBlue, Under Armour, etc.
• Watch parties in MLS
cities, sponsored by
Red Bull

23. Implications

24. Formula E Racing
• 150 MPH
• Two zero Emission tanks
• 25-30 Minute Battery Life
•Speed up electric car
development
Corporate Social Responsibility

25. Baby Formula 1

26. Junior Formula Racing
• Camps
• Junior Leagues
• Clubs for Kids
• Ages 5-17
• Girls and Boys

27. 2014 Racing

28. Implications
1. Corporate Social Responsibility
2. Stealth Marketing via young crowd

29. Bibliography
• (n.d.). Retrieved September 14, 2014, from http://www.f1outdoors.com/f1-outdoors-kart-racing-for-kids.asp
• (2014, September 14). Retrieved January 1, 2014, from http://www.mirror.co.uk/news/world-news/formula-
1-cars-given-electric-41888
13
• 2014 Popular Science Media Kit. (2014, January 1). Retrieved September 12, 2014.
• "About." mullencom RSS. N.p., n.d. Web. 10 Sept. 2014. <http://www.mullen.com/about/>.
• "HLG Nascar Licensing and license negotiations." HLG Nascar Licensing and license negotiations. N.p., n.d.
Web. 15 Sept. 2014. <http://www.hlglicensing.com/nascar.htm>.
• "Hill Holliday." Can F1 Finally Break in to the United States?. N.p., n.d. Web. 12 Sept. 2014.
<http://www.hhcc.com/thinking/can-f1-finally-break-in-to-the-united-states>.
• "Honda Returns to F1 Racing as Engine Supplier to McLaren." Bloomberg.com. Bloomberg, n.d. Web. 15
Sept. 2014. <http://www.bloomberg.com/news/2013-05-16/honda-returns-to-f1-racing-as-engine-supplier-to-mclaren.
html>.

30. Thank You
Questions?