{"id":242311,"date":"2024-01-03T13:53:23","date_gmt":"2024-01-03T12:53:23","guid":{"rendered":"https:\/\/rtrsports.com\/formula-1-unlocked-digital-engagement-that-builds-database-and-extends-user-experience\/"},"modified":"2025-07-22T19:42:23","modified_gmt":"2025-07-22T17:42:23","slug":"formula-1-unlocked-digital-engagement-that-builds-database-and-extends-user-experience","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/formula-1-unlocked-lengagement-digital-that-builds-database-and-extends-user-experience\/","title":{"rendered":"Formu\u0142a 1 odblokowana: cyfrowe zaanga\u017cowanie, kt\u00f3re buduje bazy danych i wyd\u0142u\u017ca do\u015bwiadczenie u\u017cytkownika"},"content":{"rendered":"<p class=\"p3\">Na kilka godzin przed startem Grand Prix Bahrajnu, pierwszej rundy sezonu 2023, na torze w Bahrajnie pojawi\u0142 si\u0119 zesp\u00f3\u0142 ds. <a href=\"https:\/\/rtrsports.com\/pl\/sponsoring-formula-1\/\"><br \/>\n<strong>Formu\u0142a 1<\/strong><br \/>\n<\/a> uruchamia platform\u0119<strong> <a href=\"https:\/\/www.formula1.com\/en\/page.discover-unlocked.html\">&#8222;Formula 1 Unlocked&#8221;<\/a><\/strong>.<\/p>\n<p class=\"p3\">Jest to kolejny element z\u0142o\u017conej ju\u017c strategii anga\u017cowania fan\u00f3w i marketingu tre\u015bci, kt\u00f3r\u0105 najs\u0142ynniejsze mistrzostwa \u015bwiata na czterech k\u00f3\u0142kach debiutuj\u0105 w kluczowym okresie roku. <strong>Formula 1 Unlocked<\/strong> obiecuje dostarcza\u0107 ekskluzywne tre\u015bci i inne unikalne narz\u0119dzia rozrywkowe, takie jak analizy przed wy\u015bcigiem, konkursy, dane pomiaru czasu na \u017cywo i scouting w zakresie merchandisingu i innych zakup\u00f3w, wszystkim, kt\u00f3rzy zarejestruj\u0105 si\u0119 w us\u0142udze bezp\u0142atnie.<\/p>\n<p class=\"p3\">Pomijaj\u0105c fascynacj\u0119 nowo\u015bci\u0105 i satysfakcj\u0119 z dodatkowej zawarto\u015bci, zasadne jest zastanowienie si\u0119, dlaczego cyrk musi dodawa\u0107 kolejny element do i tak ju\u017c szerokiego i zr\u00f3\u017cnicowanego zestawu narz\u0119dzi marketingowych. Podsumowuj\u0105c: <strong>po co bra\u0107 na siebie ci\u0119\u017car takiej operacji, zw\u0142aszcza je\u015bli jest ona oferowana fanom za darmo?<\/strong><\/p>\n<p class=\"p3\">Odpowied\u017a, naszym zdaniem, le\u017cy w dw\u00f3ch kluczowych punktach marketingu sportowego: <strong>wyd\u0142u\u017cenie do\u015bwiadczenia u\u017cytkownika<\/strong> i <strong>budowanie bazy danych<\/strong>.<\/p>\n<h2 class=\"p4\"><b><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-123376\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/formula-1-unlocked-600x338.png\" alt=\"formu\u0142a-1-odblokowana\" width=\"600\" height=\"338\" \/><\/b><\/h2>\n<h2 class=\"p4\"><b>Pytanie z zakresu marketingu sportowego: co si\u0119 dzieje, gdy nie biegasz?<\/b><\/h2>\n<p class=\"p3\">Jednym z najwa\u017cniejszych pyta\u0144 w nowoczesnym marketingu sportowym jest to <strong>, jak generowa\u0107 warto\u015b\u0107, gdy nie ma wydarze\u0144 na bie\u017cni lub boisku<\/strong>.<\/p>\n<p class=\"p3\">To przej\u015bcie od <strong>marketingu sportowego skoncentrowanego na wydarzeniach<\/strong> do <strong>marketingu sportowego jako ca\u0142o\u015bci<\/strong> jest radykaln\u0105 zmian\u0105 w my\u015bleniu i praktyce os\u00f3b w tym zawodzie i prawdziwym prze\u0142omem w dyscyplinie. W tym przypadku do\u015bwiadczenie <strong>COVID<\/strong> by\u0142o oczywi\u015bcie absolutnie kluczowe. W rzeczywisto\u015bci wirus wymusi\u0142 zamkni\u0119cie aktywno\u015bci, co zmusi\u0142o operator\u00f3w do zadania sobie pytania, w jaki spos\u00f3b mog\u0105 nadal utrzymywa\u0107 zaanga\u017cowanie fan\u00f3w i u\u017cytkownik\u00f3w teraz, gdy miski zosta\u0142y zatrzymane.<\/p>\n<p class=\"p3\">Przeniesienie do\u015bwiadczenia u\u017cytkownika poza godziny zawod\u00f3w i meczu jest nowym wyzwaniem marketingu sportowego, a co za tym idzie &#8211; tak\u017ce sponsoringu sportowego. Pod tym wzgl\u0119dem wszystkie seriale telewizyjne koncentruj\u0105ce si\u0119 na sporcie, od <a href=\"https:\/\/rtrsports.com\/pl\/blog\/drive-to-delight-sports-and-series-tv-large-market-actors\/\"><strong>Drive to Survive<\/strong><\/a> po <strong>The Last Dance<\/strong>, ale nie tylko. Gry wideo, tematyczne salony gier (takie jak wspania\u0142y F1 Arcade w St. Paul&#8217;s), dedykowane bary i wszystko, co pomaga kibicowi pozosta\u0107 &#8222;zaanga\u017cowanym&#8221;, jest tym, na czym dzi\u015b toczy si\u0119 gra.<\/p>\n<p class=\"p3\">Kibic, kt\u00f3remu udaje si\u0119 zaspokoi\u0107 swoj\u0105 potrzeb\u0119 bycia bardziej zaanga\u017cowanym, to kibic, kt\u00f3ry sp\u0119dza wi\u0119cej czasu na w\u0142a\u015bciwo\u015bciach dyscypliny, kt\u00f3ry jest bardziej wprowadzony w \u015brodowisko dyscypliny sportowej, a tym samym wspina si\u0119 po tak zwanych <strong>&#8222;ruchomych schodach&#8221;<\/strong> (teoria marketingu sportowego, zgodnie z kt\u00f3r\u0105 konsument, je\u015bli jest zadowolony, b\u0119dzie nadal zwi\u0119ksza\u0142 swoj\u0105 konsumpcj\u0119 produkt\u00f3w i us\u0142ug sportowych, a\u017c stanie si\u0119 ci\u0119\u017ckim u\u017cytkownikiem).<\/p>\n<h2 class=\"p4\"><b><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-123360\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/formula-1-unlocked-3-600x338.png\" alt=\"formu\u0142a-1-odblokowana-3\" width=\"600\" height=\"338\" \/><\/b><\/h2>\n<h2 class=\"p4\"><b>Tworzenie baz danych to przysz\u0142o\u015b\u0107 marketingu sportowego<\/b><\/h2>\n<p class=\"p3\">Aby zaoferowa\u0107 nam t\u0119 ekskluzywn\u0105 zawarto\u015b\u0107, te bogate konkursy i da\u0107 nam dost\u0119p do unikalnych i podgl\u0105dowych danych, <strong>Formula 1 Unlocked<\/strong> nie prosi nas o uiszczenie op\u0142aty (w tej chwili), ale o zarejestrowanie si\u0119 za pomoc\u0105 nazwy u\u017cytkownika i adresu e-mail. W dalszej cz\u0119\u015bci procesu rejestracji platforma sugeruje, aby\u015bmy wprowadzili r\u00f3wnie\u017c nasze imi\u0119 i nazwisko, kraj pochodzenia i inne bardziej szczeg\u00f3\u0142owe dane, aby zapewni\u0107 bardziej spersonalizowane wra\u017cenia.<\/p>\n<p class=\"p3\">Dane osobowe s\u0105 \u017cetonem, kt\u00f3ry nale\u017cy zap\u0142aci\u0107, aby wej\u015b\u0107 jeszcze g\u0142\u0119biej w uwielbiany \u015bwiat Formu\u0142y 1 i otwiera \u015bwi\u0119ty Graal marketingu przysz\u0142o\u015bci, a mianowicie budow\u0119 (lub wdro\u017cenie) bazy danych.<\/p>\n<p class=\"p3\">Informacje o u\u017cytkownikach, wysoce sprofilowane i dobrowolnie podane, <strong>s\u0105 najcenniejszym zasobem dla ka\u017cdej przysz\u0142o\u015bciowej nieruchomo\u015bci sportowej<\/strong>. Dzi\u0119ki nim mo\u017cna nie tylko wysy\u0142a\u0107 do fan\u00f3w komunikaty dostosowane do ich potrzeb i oferowa\u0107 dedykowane mo\u017cliwo\u015bci zakupu, ale tak\u017ce inicjowa\u0107 dzia\u0142ania cross-marketingowe z partnerami, kt\u00f3re otwieraj\u0105 morze mo\u017cliwo\u015bci.<\/p>\n<p class=\"p3\">Przejd\u017amy w kolejno\u015bci, zaczynaj\u0105c od najbardziej oczywistego i prawdopodobnie najprostszego. Po subskrypcji Formula 1 Unlocked, <strong>Formula 1<\/strong> zna moje imi\u0119 i nazwisko oraz adres e-mail. Dodatkowe profilowanie, kt\u00f3re doda\u0142em na p\u00f3\u017aniejszym etapie &#8211; skuszony niestandardowymi ofertami &#8211; pozwala mu wiedzie\u0107, \u017ce jestem m\u0119\u017cczyzn\u0105, W\u0142ochem i kiedy mam urodziny.<\/p>\n<p class=\"p3\">Oczekuj\u0119 na przyk\u0142ad, \u017ce w dniu moich urodzin sklep Formu\u0142y 1 zaoferuje mi smakowit\u0105 zni\u017ck\u0119 na swoje produkty i produkty swoich licencjobiorc\u00f3w. Ale to nie wszystko: od Formu\u0142y 1 oczekuj\u0119 informacji o biletach lub propozycjach go\u015bcinno\u015bci, podobnie jak jestem pewien, \u017ce w przysz\u0142ym roku przypomn\u0105 mi o dacie premiery <strong>Drive to Survive<\/strong> lub mo\u017cliwym otwarciu <strong>F1 Arcade<\/strong> we W\u0142oszech.<\/p>\n<p class=\"p3\">Je\u015bli s\u0105 to strategie marketingu bezpo\u015bredniego, by\u0107 mo\u017ce jeszcze bardziej interesuj\u0105ce s\u0105 strategie marketingu krzy\u017cowego z partnerami i interesariuszami. Oczywi\u015bcie mo\u017cemy sobie tylko wyobrazi\u0107, jakie mog\u0105 by\u0107, ale wystarczy spojrze\u0107 na to, co zosta\u0142o zrobione mi\u0119dzy <strong>Booking<\/strong> a <strong>UEFA<\/strong> podczas ostatnich mistrzostw Europy w pi\u0142ce no\u017cnej, aby zrozumie\u0107 szczeg\u00f3\u0142owo\u015b\u0107 operacji, kt\u00f3re mo\u017cna wykona\u0107.<\/p>\n<p class=\"p3\">W \u015bwiecie przyt\u0142oczonym reklamami, jedyne, kt\u00f3re odnosz\u0105 sukces, to te, kt\u00f3re s\u0105 wysoce sprofilowane i oparte na zainteresowaniach u\u017cytkownik\u00f3w. Imi\u0119 i nazwisko, wiek, narodowo\u015b\u0107, zaw\u00f3d, zestaw zainteresowa\u0144 i sk\u0142onno\u015b\u0107 do zakup\u00f3w pozwalaj\u0105 firmom stworzy\u0107 bardzo precyzyjny i potencjalnie wybuchowy komercyjnie profil dla siebie i swoich partner\u00f3w.<\/p>\n<p class=\"p3\">Wzajemne przenikanie si\u0119 tych informacji, w logice wsp\u00f3\u0142pracy mi\u0119dzy markami, pozwala na przyk\u0142ad <strong>Playstation<\/strong> wys\u0142a\u0107 mi e-mailem, z tragiczn\u0105 dla moich finans\u00f3w punktualno\u015bci\u0105, na kilka dni przed rozpocz\u0119ciem mistrzostw, podst\u0119pn\u0105 zni\u017ck\u0119 na zakup gry wideo Formu\u0142a 1 2022, kt\u00f3rej &#8211; niestety &#8211; po prostu nie mog\u0142em odm\u00f3wi\u0107.<\/p>\n<pre>Le immagini di questo articolo sono quelle della pagina Discover Unlocked sul sito di Formula 1<\/pre>\n","protected":false},"excerpt":{"rendered":"<p>Na kilka godzin przed startem Grand Prix Bahrajnu, pierwszej rundy sezonu 2023, na torze w Bahrajnie pojawi\u0142 si\u0119 zesp\u00f3\u0142 ds. Formu\u0142a 1 uruchamia platform\u0119 &#8222;Formula 1 Unlocked&#8221;. Jest to kolejny element z\u0142o\u017conej ju\u017c strategii anga\u017cowania fan\u00f3w i marketingu tre\u015bci, kt\u00f3r\u0105 najs\u0142ynniejsze mistrzostwa \u015bwiata na czterech k\u00f3\u0142kach debiutuj\u0105 w kluczowym okresie roku. Formula 1 Unlocked obiecuje [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":193736,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20213,20214],"tags":[],"class_list":["post-242311","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-1-pl","category-formula1-pl"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>F1 odblokowane: tworzenie baz danych i wyd\u0142u\u017canie do\u015bwiadczenia u\u017cytkownika<\/title>\n<meta name=\"description\" content=\"Na kilka godzin przed Grand Prix Bahrajnu, pierwsz\u0105 rund\u0105 sezonu 2023, F1 uruchamia platform\u0119 &quot;Formula 1 Unlocked&quot;.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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