{"id":239178,"date":"2023-03-01T17:23:11","date_gmt":"2023-03-01T16:23:11","guid":{"rendered":"https:\/\/rtrsports.com\/formula-1-unlocked-digital-engagement-that-builds-database-and-extends-user-experience\/"},"modified":"2025-07-04T18:30:34","modified_gmt":"2025-07-04T16:30:34","slug":"formula-1-unlocked-digital-engagement-that-builds-database-and-extends-user-experience","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/formula-1-unlocked-lengagement-digital-building-database-and-extending-user-experience\/","title":{"rendered":"La Formule 1 d\u00e9bloqu\u00e9e : un engagement num\u00e9rique qui cr\u00e9e des bases de donn\u00e9es et prolonge l’exp\u00e9rience utilisateur"},"content":{"rendered":"

Quelques heures avant le d\u00e9part du Grand Prix de Bahre\u00efn, la premi\u00e8re manche de la saison 2023, le…
\nFormule 1<\/strong>
\n<\/a> lance la plateforme “Formula 1 Unlocked”<\/a><\/strong>.<\/p>\n

Il s’agit d’une nouvelle pi\u00e8ce d’une strat\u00e9gie d\u00e9j\u00e0 complexe d’engagement des fans et de marketing de contenu, que le championnat de quatre roues le plus c\u00e9l\u00e8bre du monde lance \u00e0 une p\u00e9riode cl\u00e9 de l’ann\u00e9e. Formula 1 Unlocked<\/strong> promet de fournir un contenu exclusif et d’autres outils de divertissement uniques, tels que des analyses d’avant-course, des concours, des donn\u00e9es de chronom\u00e9trage en direct et des informations sur le merchandising et d’autres achats, \u00e0 tous ceux qui s’inscrivent gratuitement au service.<\/p>\n

Outre la fascination de la nouveaut\u00e9 et la satisfaction d’un contenu suppl\u00e9mentaire, il est l\u00e9gitime de se demander pourquoi le cirque doit ins\u00e9rer une pi\u00e8ce de plus dans une bo\u00eete \u00e0 outils marketing d\u00e9j\u00e0 large et vari\u00e9e. En r\u00e9sum\u00e9, pourquoi assumer la charge d’une telle op\u00e9ration, surtout si elle est offerte gratuitement aux fans ?<\/strong><\/p>\n

La r\u00e9ponse, \u00e0 notre avis, r\u00e9side dans deux points cl\u00e9s du marketing sportif : l’allongement de l’exp\u00e9rience utilisateur<\/strong> et la constitution d’une base de donn\u00e9es<\/strong>.<\/p>\n

\"formule-1-d\u00e9bloqu\u00e9e\"<\/b><\/h2>\n

Une question de marketing sportif : que se passe-t-il quand on ne court pas ?<\/b><\/h2>\n

L’une des questions les plus importantes du marketing sportif moderne est de savoir comment g\u00e9n\u00e9rer de la valeur lorsqu’il n’y a pas d’\u00e9v\u00e9nements sur la piste ou le terrain<\/strong>.<\/p>\n

Ce passage d’un marketing sportif ax\u00e9 sur l’\u00e9v\u00e9nementiel<\/strong> \u00e0 un marketing sportif dans son ensemble<\/strong> constitue un changement radical dans la pens\u00e9e et la pratique des acteurs de cette profession et un v\u00e9ritable tournant dans la discipline. En cela, l’exp\u00e9rience de COVID<\/strong> a \u00e9videmment \u00e9t\u00e9 absolument d\u00e9terminante. En fait, le virus a impos\u00e9 un arr\u00eat des activit\u00e9s qui a oblig\u00e9 les op\u00e9rateurs \u00e0 se demander comment ils pourraient continuer \u00e0 maintenir l’engagement des fans et des utilisateurs maintenant que les bols sont \u00e0 l’arr\u00eat.<\/p>\n

Faire en sorte que l’exp\u00e9rience de l’utilisateur d\u00e9passe les heures du match et du jeu est le nouveau d\u00e9fi du marketing sportif et, par cons\u00e9quent, du sponsoring sportif. \u00c0 cet \u00e9gard, toutes les s\u00e9ries t\u00e9l\u00e9vis\u00e9es ax\u00e9es sur le sport, de
\nDrive to Survive<\/strong>
\n<\/a> \u00e0 The Last Dance<\/strong>, mais pas seulement. Les jeux vid\u00e9o, les salles d’arcade \u00e0 th\u00e8me (comme la splendide F1 Arcade \u00e0 St. Paul’s), les bars sp\u00e9cialis\u00e9s et tout ce qui peut aider le supporter \u00e0 rester “engag\u00e9”, voil\u00e0 ce qu’est le jeu aujourd’hui.<\/p>\n

Un fan qui r\u00e9ussit \u00e0 satisfaire son besoin d’\u00eatre plus impliqu\u00e9 est un fan qui passe plus de temps sur les propri\u00e9t\u00e9s de la discipline, qui est plus introduit dans l’environnement de la discipline sportive et qui gravit ainsi ce que l’on appelle l ‘”escalator”<\/strong> (la th\u00e9orie du marketing sportif selon laquelle un consommateur, s’il est satisfait, continuera \u00e0 augmenter sa consommation de produits et de services sportifs jusqu’\u00e0 ce qu’il devienne un gros utilisateur).<\/p>\n

\"formule-1-d\u00e9bloqu\u00e9e-3\"<\/b><\/h2>\n

La cr\u00e9ation de bases de donn\u00e9es est l’avenir du marketing sportif<\/b><\/h2>\n

Afin de nous offrir ce contenu exclusif, ces concours riches, et de nous donner acc\u00e8s \u00e0 des donn\u00e9es uniques et in\u00e9dites, Formula 1 Unlocked<\/strong> ne nous demande pas de payer une cotisation (pour le moment), mais de nous inscrire avec un nom d’utilisateur et une adresse \u00e9lectronique. Plus tard dans le processus d’inscription, la plateforme nous propose de saisir \u00e9galement notre nom complet, notre pays d’origine et d’autres donn\u00e9es plus sp\u00e9cifiques afin de fournir une exp\u00e9rience plus personnalis\u00e9e.<\/p>\n

Les donn\u00e9es personnelles sont le gage \u00e0 payer pour entrer encore plus profond\u00e9ment dans le monde tant aim\u00e9 de la Formule 1 et ouvrent le graal du marketing du futur, \u00e0 savoir la construction (ou la mise en \u0153uvre) de la base de donn\u00e9es.<\/p>\n

Les informations sur les utilisateurs, hautement profil\u00e9es et donn\u00e9es volontairement, constituent l’atout le plus pr\u00e9cieux pour toute propri\u00e9t\u00e9 sportive tourn\u00e9e vers l’avenir<\/strong>. Gr\u00e2ce \u00e0 elles, il est possible non seulement d’envoyer des communications sur mesure aux fans et d’offrir des opportunit\u00e9s d’achat d\u00e9di\u00e9es, mais aussi de lancer des op\u00e9rations de marketing crois\u00e9 avec des partenaires qui ouvrent un oc\u00e9an de possibilit\u00e9s.<\/p>\n

Allons-y dans l’ordre, en commen\u00e7ant par le plus \u00e9vident et sans doute le plus simple. Apr\u00e8s mon abonnement \u00e0 Formula 1 Unlocked, Formula 1<\/strong> conna\u00eet mon nom et mon adresse e-mail. Le profilage suppl\u00e9mentaire que j’ai ajout\u00e9 ult\u00e9rieurement – tent\u00e9 par les offres personnalis\u00e9es – lui permet de savoir que je suis un homme, que je suis italien et quand est mon anniversaire.<\/p>\n

Par exemple, je m’attends \u00e0 ce que, le jour de mon anniversaire, le magasin de Formule 1 m’offre une savoureuse r\u00e9duction sur ses produits et ceux de ses licenci\u00e9s. Mais ce n’est pas tout : de la part de la Formule 1, je m’attends \u00e0 recevoir des informations sur des billets ou des propositions d’hospitalit\u00e9, tout comme je suis s\u00fbr que, l’ann\u00e9e prochaine, on me rappellera la date de sortie de Drive to Survive<\/strong> ou l’ouverture \u00e9ventuelle d’une F1 Arcade<\/strong> en Italie.<\/p>\n

S’il s’agit de strat\u00e9gies de marketing direct, les strat\u00e9gies de marketing crois\u00e9 avec les partenaires et les parties prenantes sont peut-\u00eatre encore plus int\u00e9ressantes. Bien s\u00fbr, nous ne pouvons qu’imaginer ce qu’elles pourraient \u00eatre, mais il suffit de regarder ce qui s’est pass\u00e9 entre Booking<\/strong> et l’UEFA<\/strong> lors des derniers championnats europ\u00e9ens de football pour comprendre la granularit\u00e9 des op\u00e9rations qui peuvent \u00eatre effectu\u00e9es.<\/p>\n

Dans un monde inond\u00e9 de publicit\u00e9s, les seules \u00e0 faire mouche sont celles qui sont hautement profil\u00e9es et bas\u00e9es sur les int\u00e9r\u00eats des utilisateurs. Le nom complet, l’\u00e2ge, la nationalit\u00e9, la profession, les centres d’int\u00e9r\u00eat et la propension \u00e0 acheter permettent aux entreprises d’\u00e9tablir un profil tr\u00e8s pr\u00e9cis et potentiellement explosif sur le plan commercial pour elles-m\u00eames et leurs partenaires.<\/p>\n

Le croisement de ces informations, dans une logique de collaboration entre marques, permet \u00e0 Playstation<\/strong>, par exemple, de m’envoyer par e-mail, avec une ponctualit\u00e9 tragique pour mes finances, quelques jours avant le d\u00e9but du championnat, une remise sournoise pour l’achat du jeu vid\u00e9o Formula 1 2022 que – h\u00e9las – je ne pouvais pas refuser.<\/p>\n

Le immagini di questo articolo sono quelle della pagina Discover Unlocked sul sito di Formula 1<\/pre>\n","protected":false},"excerpt":{"rendered":"
Quelques heures avant le d\u00e9part du Grand Prix de Bahre\u00efn, la premi\u00e8re manche de la saison 2023, le… Formule 1 lance la plateforme “Formula 1 Unlocked”. Il s’agit d’une nouvelle pi\u00e8ce d’une strat\u00e9gie d\u00e9j\u00e0 complexe d’engagement des fans et de marketing de contenu, que le championnat de quatre roues le plus c\u00e9l\u00e8bre du monde lance […]<\/p>\n","protected":false},"author":2,"featured_media":193732,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20129,20137],"tags":[],"class_list":["post-239178","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule-1","category-formule-1-fr"],"acf":[],"contentshake_article_id":"","yoast_head":"\nF1 d\u00e9bloqu\u00e9e : cr\u00e9ation de bases de donn\u00e9es et allongement de l'exp\u00e9rience utilisateur<\/title>\n<meta name=\"description\" content=\"Quelques heures avant le Grand Prix de Bahre\u00efn, premi\u00e8re manche de la saison 2023, la F1 lance la plateforme "Formula 1 Unlocked".\" \/>\n<meta name=\"robots\" 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