Building Formula E into a Global Motorsport
As the first marketing hire at Formula E, the challenge was to introduce a completely new sport, brand and technology to a skeptical audience. Through strategic global marketing, innovative fan engagement and groundbreaking initiatives like FanBoost and Attack Mode, Formula E grew from a bold concept to the fastest growing sport on the planet, captivating audiences worldwide.
Michael Porter joined Formula E as the first marketing hire (Marketing Manager), becoming Senior Marketing Innovation Manager and playing a pivotal role in launching the championship and developing the fan engagement innovations that defined the sport.
Formula E successfully launched as a credible global motorsport championship, introducing electric racing to millions and establishing new standards for digital fan engagement in motorsport.
Launching Formula E to a Global Audience
In 2014, electric vehicles were still a novelty and convincing audiences to embrace an electric racing championship was no small feat. The task involved working with global marketing agencies, media buyers and local promoters to develop a comprehensive strategy that introduced Formula E as a thrilling and sustainable sport.
The focus was on educating the market, building excitement and driving both global awareness and local engagement for each event.
Measurable Results:
Successfully launched Formula E as a credible new motorsport category from zero brand awareness
Built global marketing infrastructure from scratch, establishing processes and partnerships across multiple markets
Positioned electric racing as compelling entertainment despite widespread skepticism about electric vehicle technology
Created foundation for what became the fastest growing motorsport championship globally
Revolutionising Fan Interaction with FanBoost
To enhance fan engagement and differentiate Formula E, the innovative FanBoost mechanism was introduced. Fans could vote for their favourite drivers to receive extra power during the race, directly influencing the outcome in real time.
This initiative was a first in motorsport and created a unique value proposition that positioned Formula E as a sport built for the digital age.
Measurable Results:
Launched world's first real time fan voting system that directly impacted race outcomes
Drove significant social media interaction and engagement through FanBoost voting campaigns
Established Formula E as the most digitally innovative motorsport championship
Created replicable fan engagement model that differentiated Formula E from traditional motorsport
Driving Innovation & Growth
As the sport evolved, so did the need for fresh innovations to keep fans engaged. Attack Mode was conceived as a way to add strategic depth and excitement to the races. By driving off the racing line to collect extra energy, drivers faced more overtakes and strategic choices, creating a more thrilling viewing experience.
This initiative demonstrated Formula E's commitment to continuous innovation and entertainment value.
Measurable Results:
Won Cannes Lions Silver Award for digital innovation with Attack Mode concept
Created race format innovation that continues as core feature of Formula E championship today
Enhanced viewing experience through increased overtaking opportunities and strategic racing
Established Formula E's reputation for pioneering innovative race formats in motorsport
