Trackside Takeaways: Turning Live Event Energy into Lasting Content

Have you ever wondered what it’s like when a digital advertising agency goes trackside? That’s exactly what we set out to find when we spent a weekend with our client at the London Formula E race. This wasn’t about grabbing a few snaps of electric cars, it was about capturing every other little detail and turning it into content that mattered.

From the moment we turned up, our guiding question was simple - How do you capture a live event’s energy and turn it into real results for your brand?

On Day One, we gathered at the pit lane to pinpoint the moments we knew would land most effectively on social. We teased the build-up with behind-the-scenes clips and shared rapid-fire interviews with the pit-crew, giving followers a peek behind the curtain before the action kicked off. The result? By day’s end, our Instagram ideas alone had racked up 42.3 thousand views, helped in no small part by on-camera moments with David Coulthard and Catie Munnings.

Day Two was all about getting up close to the action. We were on the track, camera rolling as our client worked alongside those electric racers. We filmed everything, from tyre changes in the pit to cars flying past. And captured candid moments like team briefings and pre-race preparation. By the end of the weekend, we’d built a library of footage, b-roll, interviews and immersive race clips, that can be repurposed into social posts, ads and long-form features long after the chequered flag.

In marketing terms, this weekend showed just how quickly insights, speed and storytelling can come together.. We proved that when you’re on the ground, capturing real moments and reacting in real time, you not only boost engagement, you build a library of content that works long after the event ends. That’s why having a marketing agency by your side matters: we bring the know-how to spot what resonates, the tools to optimise on the go and the creative spark to turn every moment into something your audience will remember. When the pressure’s on and there’s no second take, having that expertise in your corner can make all the difference.