#engineeredinsanity

Formula 1 is launching its very first global marketing campaign in which several superfans had the chance to experience the full force (well, sort of) of driving such race cars.

Entitled "Engineered Insanity", it captures the superfans faces’ when being subjected to several F1 forces such as heat, wind and rain. These superfans get to experience the sport from a F1 driver’s point of view. F1’s commitment to putting the fans first meant that they were the first ones who had a sneak peek at the campaign through their own social media platforms. The campaign also includes GIFs and interactive Instagram stories which the fans can share. All in all, the campaign’s purpose was to translate the sport’s raw and exhilarating thrill into something that would be transcended across any sports fans.

Formula 1’s Director of Marketing, Ellie Norman, commented in a statement, "We want to create a perceptible shift in how people perceive F1. This campaign switches the focus away from our own echo chamber, instead spotlighting why our fans love this sport.”