{"id":239183,"date":"2023-03-01T17:23:22","date_gmt":"2023-03-01T16:23:22","guid":{"rendered":"https:\/\/rtrsports.com\/formula1-unlocked-digital-engagement-that-builds-database-e-extended-user-experience\/"},"modified":"2025-07-24T18:51:34","modified_gmt":"2025-07-24T16:51:34","slug":"formula1-unlocked-digital-engagement-that-builds-database-e-extended-user-experience","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blog\/formula-1-unlocked-lengagement-digital-building-database-and-extending-user-experience\/","title":{"rendered":"F\u00f3rmula 1 desbloqueada: compromisso digital que constr\u00f3i bases de dados e prolonga a experi\u00eancia do utilizador"},"content":{"rendered":"<p class=\"p3\">Algumas horas antes do in\u00edcio do Grande Pr\u00e9mio do Bahrein, a primeira volta da \u00e9poca 2023, o <a href=\"https:\/\/rtrsports.com\/sponsorizzazioni-formula-1\/\"><br \/>\n<strong>F\u00f3rmula 1<\/strong><br \/>\n<\/a> lan\u00e7a a plataforma<strong> <a href=\"https:\/\/www.formula1.com\/en\/page.discover-unlocked.html\">&#8216;F\u00f3rmula 1 Desbloqueada&#8217;<\/a><\/strong>.<\/p>\n<p class=\"p3\">\u00c9 mais uma pe\u00e7a de uma estrat\u00e9gia j\u00e1 complexa de envolvimento dos f\u00e3s e de marketing de conte\u00fados, que o campeonato de quatro rodas mais famoso do mundo estreia numa altura chave do ano. <strong>O Formula 1 Unlocked<\/strong> promete fornecer conte\u00fados exclusivos e outras ferramentas de entretenimento \u00fanicas, como an\u00e1lises pr\u00e9-corrida, competi\u00e7\u00f5es, dados de cronometragem em direto e informa\u00e7\u00f5es sobre merchandising e outras compras, a todos aqueles que subscreverem o servi\u00e7o gratuitamente.<\/p>\n<p class=\"p3\">Para al\u00e9m do fasc\u00ednio da novidade e da satisfa\u00e7\u00e3o de algum conte\u00fado extra, \u00e9 leg\u00edtimo perguntar-se porque \u00e9 que o circo tem de inserir mais uma pe\u00e7a numa j\u00e1 vasta e variada caixa de ferramentas de marketing. Conclus\u00e3o: <strong>porqu\u00ea assumir o fardo de uma tal opera\u00e7\u00e3o, especialmente se \u00e9 oferecida gratuitamente aos f\u00e3s?<\/strong><\/p>\n<p class=\"p3\">A resposta, na nossa opini\u00e3o, reside em dois pontos-chave para o marketing desportivo: <strong>prolongamento da experi\u00eancia do utilizador<\/strong> e <strong>constru\u00e7\u00e3o de bases de dados<\/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=\"F\u00f3rmula-1-unlocked\" width=\"600\" height=\"338\" \/><\/b><\/h2>\n<h2 class=\"p4\"><b>Uma quest\u00e3o de marketing desportivo: o que acontece quando n\u00e3o se corre?<\/b><\/h2>\n<p class=\"p3\">Uma das quest\u00f5es mais importantes no marketing desportivo moderno \u00e9 <strong>como gerar valor quando n\u00e3o h\u00e1 eventos na pista ou no campo<\/strong>.<\/p>\n<p class=\"p3\">Esta mudan\u00e7a do <strong>marketing desportivo centrado em eventos<\/strong> para o <strong>marketing desportivo como um todo<\/strong> \u00e9 uma mudan\u00e7a radical no pensamento e na pr\u00e1tica dos que exercem esta profiss\u00e3o e um verdadeiro divisor de \u00e1guas na disciplina. Nisto, a experi\u00eancia da <strong>COVID<\/strong> foi obviamente absolutamente crucial. De facto, o v\u00edrus imp\u00f4s um encerramento de actividades que obrigou os operadores a perguntarem-se como poderiam continuar a manter os adeptos e utilizadores envolvidos, agora que as ta\u00e7as estavam paradas.<\/p>\n<p class=\"p3\">Levar a experi\u00eancia do utilizador para al\u00e9m das horas do jogo e do jogo \u00e9 o novo desafio do marketing desportivo e &#8211; consequentemente &#8211; tamb\u00e9m do patroc\u00ednio desportivo. A este respeito, todas as s\u00e9ries televisivas centradas no desporto, desde <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/drive-to-delight-sports-and-series-tv-large-market-actors\/\"><br \/>\n<strong>Conduzir para Sobreviver<\/strong><br \/>\n<\/a> para <strong>A \u00daltima Dan\u00e7a<\/strong>, mas n\u00e3o s\u00f3. Jogos de v\u00eddeo, arcadas tem\u00e1ticas (tais como o espl\u00eandido F1 Arcade em St. Paul&#8217;s), bares dedicados, e qualquer outra coisa que ajude o adepto a manter-se &#8216;envolvido&#8217; \u00e9 o que o jogo \u00e9 hoje em dia.<\/p>\n<p class=\"p3\">Um adepto que consegue satisfazer a sua necessidade de maior envolvimento \u00e9 um adepto que passa mais tempo nas propriedades da modalidade, que \u00e9 mais introduzido no ambiente da modalidade desportiva e que sobe, assim, a chamada <strong>&#8220;escada rolante&#8221;<\/strong> (teoria do marketing desportivo segundo a qual um consumidor, se estiver satisfeito, continuar\u00e1 a aumentar o seu consumo de produtos e servi\u00e7os desportivos at\u00e9 se tornar um grande utilizador).<\/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=\"formula-1-unlocked-3\" width=\"600\" height=\"338\" \/><\/b><\/h2>\n<h2 class=\"p4\"><b>A constru\u00e7\u00e3o de bases de dados \u00e9 o futuro do marketing desportivo<\/b><\/h2>\n<p class=\"p3\">A fim de nos oferecer este conte\u00fado exclusivo, estes ricos concursos, e dar-nos acesso a dados \u00fanicos e sem precedentes, a <strong>F\u00f3rmula 1 Unlocked<\/strong> n\u00e3o nos pede que paguemos uma taxa (de momento), mas que nos inscrevamos com um nome de utilizador e e-mail. Mais tarde no processo de registo, a plataforma sugere que introduzamos tamb\u00e9m o nosso nome completo, pa\u00eds de origem e outros dados mais espec\u00edficos para proporcionar uma experi\u00eancia mais personalizada.<\/p>\n<p class=\"p3\">Os dados pessoais s\u00e3o o s\u00edmbolo a ser pago para entrar ainda mais profundamente no t\u00e3o amado mundo da F\u00f3rmula 1 e abre o Santo Graal do marketing do futuro, nomeadamente a constru\u00e7\u00e3o (ou implementa\u00e7\u00e3o) da base de dados.<\/p>\n<p class=\"p3\">A informa\u00e7\u00e3o do utilizador, altamente perfilada e fornecida voluntariamente, <strong>\u00e9 o bem mais valioso para qualquer propriedade desportiva virada para o futuro<\/strong>. Atrav\u00e9s destes, n\u00e3o s\u00f3 podem ser enviadas comunica\u00e7\u00f5es por medida aos f\u00e3s e oferecidas oportunidades de compra dedicadas, como tamb\u00e9m podem ser iniciadas opera\u00e7\u00f5es de cross-marketing com parceiros que abram um mar de possibilidades.<\/p>\n<p class=\"p3\">Vamos em ordem, come\u00e7ando pela mais \u00f3bvia e indiscutivelmente mais simples. Ap\u00f3s a minha subscri\u00e7\u00e3o da F\u00f3rmula 1 Desbloqueada, a <strong>F\u00f3rmula 1<\/strong> conhece o meu nome e endere\u00e7o de correio electr\u00f3nico. O perfil adicional que adicionei numa fase posterior &#8211; tentado pelas ofertas personalizadas &#8211; permite-lhe saber que sou um homem, italiano e quando \u00e9 o meu anivers\u00e1rio.<\/p>\n<p class=\"p3\">Por exemplo, espero que no meu anivers\u00e1rio a loja de F\u00f3rmula 1 me ofere\u00e7a um saboroso desconto nos seus produtos, e nos dos seus licenciados. Mas n\u00e3o \u00e9 tudo: da F\u00f3rmula 1 espero receber informa\u00e7\u00f5es sobre bilhetes ou propostas de hospitalidade, tal como estou certo de que, no pr\u00f3ximo ano, me recordar\u00e3o a data de lan\u00e7amento do <strong>Drive to Survive<\/strong> ou a poss\u00edvel abertura de um <strong>F1 Arcade<\/strong> em It\u00e1lia.<\/p>\n<p class=\"p3\">Se estas s\u00e3o estrat\u00e9gias de marketing directo, talvez ainda mais interessantes s\u00e3o as estrat\u00e9gias de marketing cruzado com parceiros e partes interessadas. Claro que s\u00f3 podemos imaginar o que poder\u00e3o ser, mas basta ver o que foi feito entre <strong>Booking<\/strong> e <strong>UEFA<\/strong> durante os \u00faltimos campeonatos europeus de futebol para compreender a granularidade das opera\u00e7\u00f5es que podem ser realizadas.<\/p>\n<p class=\"p3\">Num mundo dominado pela publicidade, os \u00fanicos que t\u00eam sucesso s\u00e3o aqueles que t\u00eam um perfil altamente perfilado e baseado nos interesses dos utilizadores. Nome completo, idade, nacionalidade, profiss\u00e3o, conjunto de interesses e propens\u00e3o para a compra permitem \u00e0s empresas construir um perfil muito preciso e potencialmente explosivo comercialmente para si pr\u00f3prias e para os seus parceiros.<\/p>\n<p class=\"p3\">O cruzamento desta informa\u00e7\u00e3o, numa l\u00f3gica de colabora\u00e7\u00e3o entre marcas, permite \u00e0 <strong>Playstation<\/strong>, por exemplo, enviar-me por e-mail, com tr\u00e1gica pontualidade para as minhas finan\u00e7as, alguns dias antes do in\u00edcio do campeonato, um sorrateiro desconto para a compra do jogo de v\u00eddeo de F\u00f3rmula 1 2022 que &#8211; infelizmente &#8211; n\u00e3o pude recusar.<\/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>Algumas horas antes do in\u00edcio do Grande Pr\u00e9mio do Bahrein, a primeira volta da \u00e9poca 2023, o F\u00f3rmula 1 lan\u00e7a a plataforma &#8216;F\u00f3rmula 1 Desbloqueada&#8217;. \u00c9 mais uma pe\u00e7a de uma estrat\u00e9gia j\u00e1 complexa de envolvimento dos f\u00e3s e de marketing de conte\u00fados, que o campeonato de quatro rodas mais famoso do mundo estreia numa [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":193737,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20147,20149],"tags":[],"class_list":["post-239183","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-1-pt-pt","category-formula1-pt-pt"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>F1 desbloqueado: criar bases de dados e prolongar a experi\u00eancia do utilizador<\/title>\n<meta name=\"description\" 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