Oracle Red Bull Racing and the future of Formula One
DIGITAL TRANSFORMATION
Building a ‘ first of its kind ’ loyalty programme Focused on understanding their fans at a micro level , Oracle Red Bull Racing is working to give them a personalised experience .
“ We are not just looking to help Red Bull Racing deliver the best fan experience in F1 or in Sports , we are looking to deliver the best experience across all alternatives to that of fan ’ s time and attention ,” said Elrawi .
Red Bull combines a number of Oracle products with the existing Red Bull Racing ecosystem , all interconnecting , to deliver what they have labelled the Fan Experience Platform . The aim is to increase the number of touch points Red Bull has with their fan base , to gain a 360 degree view of the fan , and build tailored experiences based on what the fan wants , when they want it and how they want it .
The creation of The Paddock Along with its innovative on-track initiatives , Oracle Red Bull Racing is continuing to deliver off-track experiences to its global fan base . Last season , Oracle and Red Bull Racing launched a first-of-itskind fan loyalty platform powered by OCI — The Red Bull Racing Paddock .
“ The Paddock is for the fans , built from the ground up to thank the fans for their support . The Paddock is a completely free loyalty programme designed to engage and reward fans obsessed with Red Bull Racing and F1 . No one in F1 has ever succeeded alone and The Paddock is the place for fans to feel a part of the community , part of the team and to feel acknowledged ,” commented Elrawi .
According to Red Bull , this new direct line of communication between fans and the team has created increased engagement , with registered fans
Oracle Red Bull Racing and the future of Formula One
Technology is key to developing
F1 cars , and Oracle Red Bull Racing requires a cloud infrastructure platform with high levels of performance , scalability , and security . OCI brings these capabilities enabling Red Bull to expand its use of data science and analytics , so it can accommodate the growing and diversifying engineering work undertaken on the Red Bull Technology Campus . “ Oracle has been a great partner not only because they have the cloud technologies to attack our various business challenges , but because they collaborate with us to find innovative approaches and solutions to keep us competitive ,” Christian Horner , OBE , Team Principal and CEO , Oracle Red Bull Racing .
With The Paddock , Oracle Red Bull is creating a new kind of fan engagement , offering money-can ’ t-buy rewards , VIP curated experiences and fandom memorabilia , all redeemable through points earned just for being a fan .
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