Why F1 Rents More Female Porta Potties

Last year I got to interview Andrew Westacott - at the time CEO of the Australian Formula 1 Grand Prix. As we walked to our location I asked him what the "Netflix Drive To Survive effect" has been on his event.

He said compared to five years ago: 1) Attendance is way up, 2) they've had to change the merch they sell at their event, and most notably 3) they've had to rent significantly more female porta potties.

All of these changes are the result of a massive increase in female attendance at his event.

So, why are women suddenly showing up to a sport that skews heavily male? Look no further than Netflix.

The TV show Drive To Survive made women fall in love with the brand because it tells complete, compelling, dramatic stories.

But the Netflix franchise is more than a TV show - it's a marketing tool that purposefully and strategically targeted an audience that the brand F1 wanted to grow. (Actually, they over-achieved)

It's a growing approach that is distinct from traditional marketing models - and it stands to be a win-win for both brands and networks. Here's why:

• Stats overwhelmingly show that audiences have become conditioned to avoid ads. So brands are not getting as much bang for their buck with traditional marketing models.
• Audience consumption of shows is strong - especially when the shows are high-end, high-concept, or offer exclusive behind the scenes access.
• Streaming networks have had to cut their spend on shows - they can't afford to make the high-end, high-concept shows that offer exclusive behind the scenes access on their own.

Co-productions like Drive To Survive (and Full Swing, and Break Point, and Unchained...) create a situation where brands are getting a huge marketing lift and growing their audiences + networks are getting great content at a great price.

And it's not just sports. It can work for any brand in any industry. Look at what happens to every restaurant after they've been on Chef's Table.

Shows like this blur the line between entertainment and marketing. They are Marketing as Entertainment.

#marketing #advertising #brandstorytelling #marketingasentertainment