The ABB FIA Formula E World Championship is the first all-electric international single-seater championship and the most competitive and unpredictable racing series on the planet.

Since its 2014 debut, Formula E has evolved into a global entertainment brand. Entering its seventh season with 12 world-class teams and 24 elite drivers, the Championship has become a platform for the cream of racing talent and leading car manufacturers to showcase cutting-edge electric vehicle technology.

Formula E had completed five races of the 2019/20 season before it was suspended due to the pandemic. To resume and conclude the season, Formula E put on the "Season 6 Finale": six races taking place in only nine days at Berlin's Tempelhof Airport Circuit.

The challenge

Resuming the season during the COVID-19 pandemic meant that Formula E had to adjust and come back with something a little different.

With fans unable to attend, delivering a compelling fan experience was a key challenge.

Formula E needed to keep a global fanbase engaged while the racing took place behind closed doors.

This included rethinking the Allianz E-Village — a race day experience that normally hosts up to 40,000 fans per day at each race — to deliver a digital equivalent that could still ensure value for the official insurance partner, Allianz.

Formula E felt that by simply relying on their social channels, they would risk failing to capture the "story" of the Season 6 Finale and needed something that could pull all of the activity together, as well as bring their fans together in unprecedented times.

The solution

Formula E activated structured, portable content formats across web, broadcast, and digital touchpoints using Amondo:

Race hub

A race-day Gallery was integrated into the Race Hub on the Formula E website for each of the six races, activating content from teams, drivers, and partners into a single, structured experience.

Fans could explore, interact, and respond to content in a unified first-party destination.

Amondo's Clickthrough Tiles allowed Formula E to connect fan interaction directly to participation features, partner activations and race reports, linking content engagement to measurable outcomes — and driving traffic to partner promotions and race reports elsewhere on the site.

"We've been able to use the race Gallery as a one-stop shop for all Formula E content — creating a simple user journey."
Emily Hirth
Digital Products, Formula E

Virtual Allianz E-Village

An additional Gallery replicated the Allianz E-Village experience digitally, allowing fans to share race-day moments from home while integrating partner messaging and driving promotion engagement.

"It's great that we can deliver something really valuable to our partners, with no additional time and effort required from them."
Emily Hirth
Digital Products, Formula E

Broadcast solution

Finally, Amondo enabled Formula E to showcase the best content from the Season 6 Finale through the worldwide broadcast.

A dedicated, branded broadcast activation powered by Amondo's Gallery format added a social dimension, allowing presenters to highlight and discuss content in real-time, while fans could participate and see their contributions featured within the broadcast experience.

The results

"It was a pleasure working with Amondo in our Season 6 Finale in Berlin. The team itself acted as an extension to Formula E throughout the whole operation. The product itself was a huge success, with the championship's ecosystem providing positive feedback across the board. It was great to be able to integrate our fans into the Formula E experience while racing behind closed doors. Using Amondo has helped increase traffic to the website and various other digital products with its simple user journey."
Emily Hirth
Digital Products, Formula E

Amondo's platform enabled rapid deployment across multiple race days, ensuring consistent audience activation and behavioural intelligence.

Galleries provided Formula E and its partners with first-party visibility into fan interactions with content, promotions, and activations.

Integrating these Galleries boosted interest and participation in partner promotions (with a click-through rate of 8.6% on partner promotions), extended fan session lengths to almost 2 minutes, and highlighted which activations drove deeper engagement.

Across the Season 6 Finale, Amondo captured key first-party behaviour, connecting engagement to measurable outcomes and providing clear intelligence on what content and activations delivered real value.

Discover more ways brands are using Amondo here.