Formula 1, The documentary: a long and almost intimate exchange with the brands
The series provides a glimpse into the intense human element of the sport, beyond the disembodied results and statistics. The Netflix series is part of a major brand relaunch since Formula 1 was acquired by Liberty Media in 2017. In 2018, it signed an unprecedented deal with Netflix to give it full editorial control over the production of a 10-part docu-series.
In short, the documentary series is passionate about the human comedy in the picturesque setting of F1, often very tense because the sporting, industrial and financial stakes are colossal.
Netflix turned that exclusive access into three seasons of compelling content that, in turn, stimulated and diversified new audience acquisition… and ticket sales.The proximity effect induced by the Formula 1 documentary (Netflix) creates a strong link between brands and people. The success of the Formula 1 event series on Netflix has a logical impact on the F1 world championship’s audience. Since the broadcast of the series, there has been a resurgence of interest in motorsport, in France, Canal + has achieved one of its best scores in seven years of broadcasting the world championship…
The success of the Formula 1 event series on Netflix has a logical impact on the F1 world championship’s audience.
Broadcast on Netflix since March 2019, the three seasons of Drive to survive thus cover the 2018, 2019 and 2020 editions of the F1 world championship. Without dwelling on the course of events and the races themselves, but by immersing the audience in its backstage: the rivalries between drivers in the paddocks, the takeover of the Force India team by Canadian billionaire Lawrence Stroll, but also the life of the Red Bull team owner Christian Horner with his wife, the ex-Spice Girls Geri Halliwell, in their luxurious home….
In short, the documentary series is passionate about the human comedy in the picturesque setting of F1, often very tense because the sporting, industrial and financial stakes are colossal. More than a documentary, it is an entertainment and a format that puts a brand on stage. Its dynamic editing contributes to make it addictive. For the third year in a row, F1 is the fastest growing major sport on social media.