The Chasing Pack

Sky Sports

Sky Sports

Sky Sports needed to find a way to drive fans and new audiences to watch F1.

Stereo were approached to create a digital activation to bring the sports to life across social and encourage engagement.

Sky Sports


F1 fans are a passionate group but also very technical about their sport. We required a solution that would suitably fit these behaviours.

We knew that any activation would need to be simple enough to be accessible for potential fans, but true enough to the sports to resonate with existing fans. As well as that, we’d need to keep things simple, shareable and fun.


We created a popular social quiz platform utilising a decision tree mechanic that helped the user to find out which sports star they are most like and which team to support.

Questions ranged from fun and humorous to knowledgeable and technical. The result was a famous F1 driving hero that you could claim as your own on social channels.


More than 300,000 people played the social games, having thousands of social conversations in the process. This dramatically increased traffic and engagement to Sky Sports digital platforms and got fans ready for a new season in F1.