Let's Talk Loyalty16 Jan 2024

#485: The Paddock Unveiled: Exploring Oracle Red Bull Racing's Digital Loyalty Program

AI platforms are changing how customers discover brands.

Phaedon is leading the discussion on what this fundamental shift means for loyalty leaders like you.

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This episode focuses on ‘The Paddock’ – the digital loyalty programme of Oracle Red Bull Racing, featuring insights from Elliot Warman, the Digital Product Manager for Oracle Red Bull Racing.

Elliot heads up ‘The Paddock’. Having worked in digital financial services for 5 years with HSBC, he made the switch to work in Formula One last June. He’s passionate about building a sense of community amongst the team’s fans, particularly those that don’t have the chance to attend races.

He’s worked on various different marketing campaigns for the loyalty programme, including the team’s biggest fan campaign in 2023 called ‘Make Your Mark’, which gave the chance for its loyalty members to design the car livery for the United States Grand Prix’s this year and win a trip to the races.

Today we will be learning about Elliot’s favourite loyalty programmes, what loyalty looks like in Formula One and of course, all about Oracle Red Bull Racing’s digital loyalty programme, ‘The Paddock’.

Hosted by Charlie Hills.

Show Notes :

1) Elliot Warman

2) Oracle Red Bull Racing

3) ‘Make Your Mark’⁠

4) European Loyalty Whitepaper

5) Mando-Connect

6) YouGov

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