Formula 1 Heineken Dutch Grand Prix

Optimised their fan experience with the Mobile Marketing Cloud

Mobile Marketing Cloud Use Case Dutch Grand Prix

More Than a Ticketing Partner

As official event sponsor of the Formula 1 Heineken Dutch Grand Prix, CM.com teamed up with the Dutch Grand Prix to provide the best customer experience with many of our products and services. Imre van Leeuwen, Director at Dutch Grand Prix: “We were looking for more than a specialized ticketing partner. A partner that could help us optimize our ticketing process and create a superior fan experience. CM.com offers us both, which makes our partnership so successful”. In this article we will explain step by step how we have contributed to the success in the run-up to the F1 Dutch Grand Prix.

CM.com and Formula 1 Dutch Grand Prix presenting their partnership

CM.com and DGP Optimised Ticket Sales

To optimize the ticketing process of the Dutch Grand Prix, we started with setting up a preregistration for tickets. The preregistration was much needed as the demand was greater than the supply. 

To achieve the best customer experience to the customers of the Dutch Grand Prix, we set up our Mobile Marketing Cloud as well. CM.com’s Mobile Marketing Cloud is an omnichannel customer engagement solution build for B2C marketers. 

The beating heart of the Mobile Marketing Cloud, is our Customer Data Platform (CDP). Here is all customer data of the Dutch Grand Prix stored which is needed to provide the best customer experience.

Preregistration Process to Prevent Fraudulent Applications

The preregistration data was also directly registered in the CDP. There, it was filtered with several authentication steps to prevent fraudulent applications. 

This was an important wish of the Dutch Grand Prix: preventing that tickets ended up on the black market for up to three times the original price which would have caused fans to miss out on tickets. We are happy that we have granted this wish, as more than 11% of the preregistration requests were blocked because they were fraudulent.

CM.com's Mobile Marketing Cloud used for the Dutch Grand Prix

Dutch Grand Prix Enriches Customer Data

Dutch Grand Prix used the CDP from the start. This way, it now holds over ten million data points that are aggregated into over 300,000 customer profiles.

Too much data to handle?

Not with our extensive segmentation options. A clever way to set up highly personal marketing campaigns. For example, to decide who you want to send which email.

Personalised and Automated Email Campaigns

Talking about emails, our Mobile Marketing Cloud also contains Email Campaigns. Dutch Grand Prix used this tool to easily design, automate and analyze emails.

Extremely useful for the Dutch Grand Prix, as this enabled them to send automatically triggered emails based on certain actions of fans or certain time frames. For example, an email was automatically sent when the preregistration for tickets ended and when the ticket sales started. 

Email campaigns

CM.com’s chatbot: The Race Engineer

To aid fans in every step of their journey, we created the technology behind the Race Engineer for the Dutch Grand Prix. This specific chatbot was made especially for the Dutch Grand Prix and runs on WhatsApp.

The Race Engineer was specifically aimed at answering questions about travelling to and from the event, like:

  1. How can I reach the Dutch Grand Prix?

  2. What means of transportation is suggested?

  3. What is the fastest way out of the circuit?

Using the Race Engineer at Circuit Zandvoort

The Race Engineer and Customer Contact

On the day of the race, the chatbot could be used to answer frequently asked questions.

If the bot could not answer a question, CM.com’s Customer Contact tooling made it possible to hand over the conversation to a human customer care agent. Customer Contact is a platform from where all conversations can be managed: whether they started via a bot or a messaging channel like WhatsApp. This allows customer care agents to easily respond to all incoming messages and hand over conversations to the right teams without losing track of the conversation.

All conversations with the chatbot were automatically stored in the CDP, to enrich the customer profiles. The CDP is the beating heart of the Mobile Marketing Cloud, where all customer data and interactions are stored, just like the ones with the chatbot. This enables marketers to easily segment customers by filtering on certain demographics or actions, like ‘everyone who started a conversation with the Race Engineer’.

Dutch Grand Prix in 2020 and Beyond

Unfortunately, the Dutch Grand Prix had to be postponed because of the COVID-19 outbreak. Thankfully, the Mobile Marketing Cloud enables the Dutch Grand Prix to communicate easily with the fans that already bought tickets for the 2020 race. Their data is safely stored in the CDP, so once it is possible to organize the Dutch Grand Prix, everybody will be informed timely and in a personal way. We are all looking forward to the Dutch Grand Prix!

Would you like to know more about our partnership with the Dutch Grand Prix? Check out our brand-new web page cm.com/f1.

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