The Formula E motor racing championship has partnered with social video platform Grabyo in a bid to further enhance its digital media efforts.
As well as using Grabyo Studio to share real-time highlights from the live television broadcast to Facebook and Twitter, for its next race in Berlin tomorrow (Saturday) Formula E will deploy Grabyo VIP to involve the teams and drivers in the production and distribution of native video.
Grabyo said: “By empowering all of the competitors to rapidly create, discover and share video in native formats (i.e. autoplay on Facebook and in-line video playback on Twitter), Grabyo VIP will allow Formula E to create an all-encompassing social ecosystem that leverages the large and highly engaged social audience of the drivers.”
The newly launched Grabyo VIP mobile app powers multi-platform distribution of native video as well as the ability to share native video with integrated sponsorship and advertising assets. It is available to all verified users on Facebook and Twitter.
Ali Russell, chief marketing officer at Formula E, said: “With the ability of talent to drive much greater engagement than traditional rights holders on digital platforms, we knew we needed to involve the drivers and teams in media distribution.”