Formula E | Sound Tracks

How can we generate excitement about the racing event without unveiling the star of the race in a city where the popularity of car racing is low?

Formula E is more than just car racing. It’s an action-packed weekend combining sports, technology and music that’s designed to appeal to a younger audience than traditional motorsports. For the 2019 Hong Kong e-Prix, Formula E was set to introduce its biggest update to the series to date: the all-new Gen2 race car. Instead of simply promoting the race like precious seasons, Formula E needed to get people excited about the game-changing Gen2. But without a physical car available, we had to engage fans in a totally different way.

Instead of simply giving the fans a glimpse of this new car, we let them be the first to engage with it using the other core components of Formula E: music and technology. We turn the unique sound of the Gen2 car into something that fans can get excited about. In creating thousands of fan remixes, we were able to promote the race while simultaneously unveiling the new Gen2 race car to the public for the first time. Instead of just teasing the Gen2 to fans, we let them take it for a spin.