How Williams Racing Creates the Perfect Fan Experience - S811

Closed captions in English can be accessed in the video player.

Share this page



Williams Racing was founded by Sir Frank Williams in an old carpet warehouse in Oxfordshire in 1978. Since Formula One began, over 120 teams have come and gone. Williams is one of only three brands that have competed consistently for over 40 years. They are on a mission to provide the best experience for fans by using behavioral (content consumption, channel preference), geo, and transactional (birthday, commerce, sweeps) data to provide the best one-on-one engagement. Join Aidan Lyons, chief growth officer, and senior director of Fan Analytics, Brian Mermelshtein, as they walk through how Williams is driving personalization at scale with Adobe technology.

In this session, you'll see:

  • The end-to-end customer journey built around the Grand Prix
  • Race Day gamification on Live Grand Prix Experience across email and push surfaces with pre-event and during-event engagement tactics
  • How to cross-pollinate highly engaged audiences with high rates of return

Public Track: Personalized Omnichannel Engagement

Type: Session

Technical Level: General Audience, Intermediate

Presentation Style: Value Realization

Audience Type: Campaign Manager, Digital Marketer, IT Architect, Mobile Marketer, Audience Strategist, Channel Marketer, Optimization Manager, Web Marketer, Product Manager

Industry Focus: Advertising/Publishing, Automotive, Media & Entertainment

This content is copyrighted by Adobe Inc. Any recording and posting of this content is strictly prohibited.

By accessing materials linked on this page ("Session Materials"), you agree that 1. Session Materials are Sample Files per our Terms of Use and 2. you will use Session Materials solely as directed by the applicable speaker.

The Adobe event experience.

Discover how we produce winning events, year after year.