The launch came after other Formula 1 teams such as Virgin Racing and Mercedes GP said digital channels, in particular social media, were central to their marketing plans for the season.
The online community of Red Bull allows fans to upload and share content such as pictures and videos, while blogs and competitions will provide a chance for fans to get involved with the teams and get exclusive news.
David Granger, website manager at Red Bull, said, “Formula 1 hasn’t been good at engaging with fans and has been a slightly stand-offish sport. This gives us the chance to put across the less serious side of the sport.”
Red Bull will run competitions for community members and invite them to contribute race reports. The site lets fans sign up either directly or using Facebook Connect, which also enables Red Bull to widen its reach as activity on its community site gets posted on users’ Facebook feeds.
The site also links to the Red Bull team’s Twitter feed, and e-mail newsletters sent to members will link to the Red Bull Racing YouTube and Flickr pages. [Via]