As part of broadcast rights agreements & contractual obligations, FOX SPORTS’ broadcast of the 2017 Melbourne Formula 1 and the 2017 Supercheap Auto Bathurst 1000 were required to carry Channel TEN advertisements during racing. These were shown on a split screen format containing ads and live racing concurrently where required. Due to all other races on the Formula One and Supercars calendars being carried ad-break free during racing, there was some customer expectation of the Australian Grand Prix & Bathurst also being ad-break free during racing. Therefore some adverse responses were anticipated, particularly through social media channels.

FOX SPORTS was committed to providing timely and considered responses to customers, so engaged Quiip to manage commentary on the FOX SPORTS Australia and FOX Motorsports Facebook pages.

As part of broadcast rights agreements & contractual obligations, FOX SPORTS’ broadcast of the 2017 Melbourne Formula 1 and the 2017 Supercheap Auto Bathurst 1000 were required to carry Channel TEN advertisements during racing. These were shown on a split screen format containing ads and live racing concurrently where required. Due to all other races on the Formula One and Supercars calendars being carried ad-break free during racing, there was some customer expectation of the Australian Grand Prix & Bathurst also being ad-break free during racing. Therefore some adverse responses were anticipated, particularly through social media channels.

FOX SPORTS was committed to providing timely and considered responses to customers, so engaged Quiip to manage commentary on the FOX SPORTS Australia and FOX Motorsports Facebook pages.

 

Challenges

The broadcast rights agreement had already been in place for 2 years prior, and FOX SPORTS had experienced negative sentiment with regards to Channel TEN’s advertisements during that time. For the 2017 broadcasts, Quiip were tasked with responding to any customers issues with responses that had been prepared by FOX SPORTS in collaboration with relevant legal departments.

 

Results

During the 2017 Melbourne Formula 1 and the 2017 Supercheap Auto Bathurst 1000 broadcast Quiip Community Managers responded to over 200 wall posts, comments and private messages across the Fox Sports Australia and Fox Motorsports Facebook pages, along with tweets across the @Fox_Motorsport and @FoxSportsAU Twitter accounts.