Yas Marina Circuit partners with leading digital agencies on ‘YasHUB’ F1 digital experience app

August 20, 2014 11:21 am

Yas Marina Circuit has announced the launch of its new YasHUB smartphone and tablet app. The app was developed to provide the latest news and information during the build up to the 2014 Formula 1 Etihad Airways Abu Dhabi Grand Prix, as well as a seamless end-user experience for visitors to the circuit on race weekend. YasHUB allows all aspects of racegoers’ weekends to be tailored into a bespoke package.

A world first in motorsport, YasHUB is the result of very close collaboration and consultancy between internal Yas Marina Circuit stakeholders and its external partners, SMG Mobility – the mobile division of Starcom MediaVest Group – and Flip Media.

The app is testament to the teamwork and integration required for such a comprehensive and engaging digital interface that covers all aspects of the events, entertainment and sporting elements of Abu Dhabi’s Formula 1 weekend.

Yas Marina Circuit commissioned the app specially as part of its wider strategy on providing digital solutions that improve customer engagement experiences, as well as reinforcing its leadership position in driving online motorsports content creation in the region.

“This app really does enhance visitors’ experiences massively in the build up to and during the race weekend,” says Nick McElwee, Director of Sales and Marketing at Yas Marina Circuit.

“But more importantly, its development signifies Yas Marina Circuit’s evolution away from our previous incarnation as a traditional advertiser for our first ever Grand Prix race in 2009 towards our new reality as a content publisher and media brand. A brand that is highly active in the social space and one that builds meaningful and lasting interactions with our thousands of global fans.”

The app is available for free download at the Apple and Google Play Android stores and offers a range of features to users. These include a ticket selector that allows racegoers to tailor their own ticketing package from a wide range of available options, from choice of seating, food and beverages and entertainment all the way through to Paddock or VIP access options, ensuring that each user buys the perfect ticket for them.

As well as race weekend management, during the next 100 days, the app keeps users up to date on all the latest Formula 1® news every day with informative and exciting content updated constantly. As each exciting story breaks, YasHUB brings these latest headlines on F1 and motorsports from some of the leading voices in the sport directly to users’ smartphones or tablets. When race weekend approaches, updates will be rolled out that will turn the app into a complete second-screen experience for those attending.

Dimitri Papadimitriou, Director of Mobile at Starcom MediaVest Group, the media agency responsible for the app’s creation, says: “This is a testament to SMG Mobility’s support and leadership for our clients’ leap into the mobile arena. Mobile is integral for our clients’ businesses, and as such we have created a suite of in-house digital capabilities that range from developing integrated mobile strategies, planning and executing mobile campaigns, to building mobile creative and developing apps.”

Flip Media worked with SMG Mobility to implement the technical brief for YasHAB. Clive Primrose, the agency’s Client Services Director, adds: “This is a pioneering moment for apps in the Middle East. The focus on digital customer experience and bringing the pillars of the event to life through creativity and technology are what place it at the forefront.”