Race of Champions

Turning Spectators into Active Participants

The Race of Champions (ROC) Sydney 2025 brought together the world’s best drivers for a thrilling two-day motorsport event on 7th and 8th March 2025 at Accor Stadium. While ROC has a passionate fanbase, they needed a solution to deepen fan engagement and create more interactive connections with fans during the live event.

Their goal was to engage fans directly from their seats, drive participation in multiple activations, and capture valuable fan data for future engagement strategies. 

Campaignware’s live fan engagement platform delivered the solution, creating an interactive, real-time experience for ROC fans.

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The Challenge: Engaging Fans in a Live Stadium Environment

While ROC has a strong fanbase, engaging spectators during a live event presents unique challenges:

• Real-time accessibility – Fans needed an easy way to access and participate in campaigns without interrupting the live experience.
• Complex campaign management – Running multiple activations simultaneously required seamless backend management and quick content moderation.
• Encouraging participation – Converting passive spectators into active participants required clear calls to action and easy-to-use interfaces.

ROC needed a solution that could power multiple live activations, enable real-time adjustments, and capture meaningful fan insights — all while enhancing the overall event atmosphere.

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Why Campaignware?

ROC chose Campaignware because it offered:

• Fast, easy implementation – Pre-built templates allowed quick setup and deployment.
• Seamless fan experience – QR code-based access and a centralized hub simplified fan participation.
• Real-time engagement – Campaignware’s platform enabled ROC to collect and analyze engagement data instantly.
• Flexible moderation – Campaignware’s backend tools allowed the team to approve and display content quickly.
• Value for money - Campaignware offers significant value for money thanks to its ‘tried and tested’ product suite and scalable architecture.

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How ROC Sydney Used Campaignware to Deliver Real-Time Engagement

ROC Sydney adopted a structured approach, using Campaignware to power four key activations that engaged fans in real-time and increased overall participation:

1. ROC Fans Hub – Powered by Campaignware’s Omnihub

The ROC Fans Hub acted as a central access point for all campaigns, accessible via a permanent QR code displayed on the stadium’s LED screens. Fans could access the hub anytime to explore campaigns, submit content, and vote in polls.

- Thousands of QR code scans across the two-day event.
- High repeat engagement as fans cycled between different campaigns.

2. Get on the Big Screen – UGC Content Wall

Fans were encouraged to submit selfies, videos, and messages of support for their favorite drivers through the ROC Fans Hub. The best entries were shown live on the big screen during the event, creating an exciting feedback loop of fan participation.

• Thousands of entries submitted.
• 30% conversion rate from impressions to entries — exceptional for a high-friction campaign.
• Real-time moderation allowed quick turnaround for content display.

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3. Ultimate Seat Upgrade – UGC Content Wall

Fans wearing the most ROC-branded merchandise were invited to participate in the Ultimate Seat Upgrade campaign. The winners were announced live during the event, and the content was displayed on the big screen.

• Thousands of entries during the campaign.
• Real-time moderation enabled quick winner selection and announcement - coordinated with the event staff who located the winner

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4. Driver of the Night – Live Poll

Campaignware’s polling template powered the Driver of the Night voting, with Australia’s Chaz Mostert ultimately being named the winner. The result was announced live, moments after the final race, as the commentator interviewed Mostert in front of the crowd.

• High fan participation in the poll.
• Real-time integration created a seamless experience between fan activity and event coverage.

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The Impact: A More Connected Fan Experience

Campaignware’s platform delivered a seamless, integrated experience for ROC fans:

• 35-40% conversion rate from impressions to hub engagement.
• Strong participation across multiple campaigns.
• Real-time winner announcements enhanced the connection between fans and the live event.
• Valuable fan data and insights collected for future engagement and marketing strategies.

Future Focus

The success of ROC Sydney highlighted the power of real-time fan engagement. Campaignware’s platform demonstrated that live events offer a valuable opportunity to deepen fan connections, drive participation, and capture actionable audience insights. With the ability to scale and adapt campaigns in real-time, ROC now has a blueprint for future live engagement success.

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