Silverstone, the home of Formula One’s British Grand Prix, has selected customer engagement specialist Thunderhead to deliver fan engagement experiences for the venue.

Thunderhead will use its ONE Engagement Hub to leverage fan journey insight and behaviour to drive conversation-led engagement at Silverstone. The AI-driven platform will underpin the venue’s fan engagement strategy across flagship events, covering VIP experience days and corporate events and hospitality.

Silverstone will use the ONE technology to listen to fans as they interact with experiences, ensuring a better understanding of their behaviour and intent. This insight can then be activated in real time to deliver relevant ‘in-the-moment’ conversations with fans based on their individual interests.

Silverstone’s commercial director Nick Read said: “In today’s digital world fan engagement has never been more important to Silverstone and the motorsport family. With Thunderhead’s ONE we’re able to turn disparate and siloed data into useful real-time insight, using this to enhance the experience for all our fans when they spend time online or participate in one of the world-class events and experiences we provide.

“Our  focus  is to ensure that we continue to maintain our position as one of the world’s leading motorsport destinations and lead the way with the fan-centric experience we provide, building a following of engaged fans that keep coming back for more both on and off the track. Thunderhead’s ONE technology is a core pillar of our fan engagement strategy, it’s easy to use and fast to deploy which were critical factors in choosing a technology that will help us to meet fan expectations now, and in the future.”

Glen Manchester, chief executive and founder of Thunderhead, added: “Leading sports brands, like Silverstone, have an unrivalled opportunity to transform the way they build more engaged relationships with fans. Many sports brands across the globe are now harnessing technology like ours to ensure their digital transformation efforts are centred firmly growing their fan bases around the world and meeting their evolving needs.

“With our ONE platform, Silverstone can easily harness the power of AI to uncover valuable insight, connecting the offline and online worlds to provide individualised experiences every time, experiences that are far superior and more relevant to each unique fan and their journey. ONE is leading the way across many industries and in sports it’s a real game changer for fan engagement. Silverstone are flying the flag high for engagement and we’re proud they’ve selected Thunderhead to power standout fan experiences and embrace the opportunity to build deeper ongoing relationships with their fans.”

Image: Silverstone