CHALLENGE

Learning about the fans and boosting meaningful engagement 

MoneyGram Haas F1 Team wanted to connect with their fans, understand them better, and launch interactive campaigns that would help bring entertainment to fans outside the races.  

There were a few pain points they were facing when it came to connecting with their fanbase:  

1. Limited fan data: MoneyGram Haas F1 Team lacked detailed information on their fans which made personalizing communication challenging.
2. Single-channel communication: They relied heavily on Email to connect with fans, missing the opportunity for richer and more instant engagement.
3. Need for boosted engagement: The team wanted to increase fan interactions and re-engagement, but traditional methods were falling short.  

The challenge was to find a solution where fans would be motivated to provide their data and engage repeatedly with MoneyGram Haas F1 Team throughout the season. They were already using social media to promote contests and push users to a landing page, but they were looking for a more personal and instant solution.  

To enhance their marketing strategy, they partnered with Infobip to explore different gamified solutions on messaging channels that would boost interest among their audience and allow them to use the customer data they collect to influence and personalize future campaigns.  

Gamification chatbots via popular messaging channels  

MoneyGram Haas F1 Team decided to strategically launch chatbots for a series of races in the 2025 season starting with Monza. With the help of Infobip experts, they collectively decided to leverage various tools to create one comprehensive solution:  

• Chatbot builder and message automation tools to build triggers and messaging flows 
• Channels: WhatsApp and RCS for rich messaging capabilities 
• Support: CX Consulting and implementation services 

First, to spark interest and encourage signups, we launched a social media campaign on Instagram and Facebook with Click to WhatsApp ads. Customers would click the ad to open a WhatsApp conversation where they would be asked to opt-in to marketing messages and provide their information to create a profile.  

All the customer data would be collected and stored in the Customer Data Platform to create profiles for each fan and collect the right information for future re-targeting.  Then, fans were encouraged to participate in a quiz competition for a chance to win a pair of signed driving gloves from one of MoneyGram Haas F1 Team’s drivers.  

The quiz was built using WhatsApp Flows to offer a smooth experience on one screen, no need for users to jump between platforms to compete in the game. 

For the following races, those same customers were re-targeted to engage in prediction games and polls for their chances to win more prizes. Adding rich media like exclusive video footage from the team, leaderboard and results messages, and interactive games allowed MoneyGram Haas F1 Team to provide entertainment for fans building up to the race and collect valuable data to help with personalization in the future.  

Check out what each race chatbot journey looked like for the MoneyGram Haas F1 Team

Higher engagement at a lower cost 

The Monza race chatbot boosted engagement among MoneyGram Haas F1 Team fans at a much lower cost per ad conversion:

• 74% of users completed the quiz  
• 66% completed sign up  
• 80% lower cost per ad conversion  
• 76% engagement rate  

With each race, MoneyGram Haas F1 Team can test new solutions and channels, compare what works and what doesn’t, and adjust for future campaigns.  

In the future, the team is looking to utilize AI and AR experiences and gamification solutions that are always-on (not just available on race weekends). This could include:

• Personalized race insights chatbot 
• Interactive Q&A with the team 
• Surveys and merch promotions

Check out this demo:

The partnership between MoneyGram Haas F1 Team and Infobip is aimed at transitioning fan experiences beyond the racetrack. Bringing fans closer to the team and the drivers and building loyal relationships through personalized and interactive messaging experiences. With each race, this partnership will launch, test, and adjust communication strategies to ensure the fans are at the center of the experience, and their expectations are not only being met, but exceeded.