Revolutionising Fan Engagement at Sports Events | Formula E
Formula E is known for innovation – not just on the track but in how it connects with fans.
At the Allianz Fan Village, Noonah helped bring the race-day experience to life with a suite of interactive brand activations designed to excite, involve, and energise motorsport fans.
Formula E’s Fan Village – where racing spirit is redefined, and every fan becomes a part of the action.
The Brief
- Create engaging, shareable experiences for fans attending Formula E events
- Drive UGC (user-generated content) and social media reach
- Reinforce Formula E’s position as a forward-thinking, fan-focused championship
Exclusive Walkthrough of the Allianz Fan Village Experiences
Our Approach
To deliver high-impact, immersive engagement, we installed multiple experiential zones across the Allianz Fan Village. These included:
- AI Trading Card Photo Booths – Fans could snap a photo, choose a theme, and receive a personalised trading card printed on-site.
- Glamdroid® 360 Camera – Our robotic Glambot setup captured epic slow-motion shots of fans striking poses, ready for instant social sharing.
- Digital Graffiti Wall – Using our interactive spray paint tech, fans designed custom race car art in a creative, hands-on environment.
Each element gave fans the chance to engage in a fun, personal way – building a strong emotional connection to the Formula E brand.
The Interactive Experiences
Using sleek photo booths, fans became part of the event – walking away with a physical trading card featuring their photo and a themed design. Over 1,000 cards were produced, helping reinforce long-term brand recall.
Positioned for maximum impact, the Glamdroid® camera allowed fans to recreate the red-carpet treatment with cinematic, slow-motion clips. Over 500 high-energy videos were shared online — driving reach and amplifying the Formula E presence on platforms like Instagram and TikTok.
A hit with families and creatives alike, the Spray Paint Wall encouraged guests to digitally design their own race cars. These artworks were displayed on-screen, bringing an artistic, custom element to the high-octane atmosphere of the Fan Village.
Why Use Interactive Experiences at Sporting Events?
Interactive tech helps sports brands:
- Convert spectators into participants
- Drive user-generated content
- Reinforce campaign themes and brand identity
- Create memorable moments worth sharing
Whether it’s a high-end Glamdroid, a creative digital wall, or a personalised giveaway – tech-led engagement tools deliver maximum impact in fast-paced live environments.
