Recently in the build up to the Australian Formula 1 Grand Prix I found myself following the daily activities of the Grand Prix not through the AGP official website or an F1 dedicated news site but through the AGP Facebook page.

The AGP did an incredible job reaching out to fans and sharing the events leading up to the race. By posting photos and videos and engaging fans with contest the AGP was successfully able to connect with fans on a new inexpensive platform. The idea of giving fans more of they want is not new…simply behind the scenes content that an event employee would take for granted is of interest to regular fans. The AGP took advantage of this by posting pictures and videos of the track setup, practice cars running laps, driver autograph sessions and the team equipment arrival.

Although this content may seem mundane to anyone surrounded by it on a regular basis to fans of the sport this content is a great build up to the event and a great way to stay engaged with fans, .

One user comment effectively summed up why sports properties need to partake in a facebook campaign. It was a comment made about a picture taken during the drivers autograph session and read “these pictures remind me how incredible the Australian Grand Prix is, I will definitely be there next year!” And with that the AGP successfully won back a customer.

The AGP has roughly 2000 people following there fan page…which is very modest for a major sports property, but the example highlights the potential of utilizing Facebook to win new customers, interact with existing customers and ultimately increase business.

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