Supercars Accelerates Digital Transformation with Fan-First Platform

Following the success of this year’s Repco Bathurst 1000 and Boost Mobile Gold Coast and the official announcement of the new Final Series racing format for 2025, Supercars has unveiled the second phase of its digital transformation project in partnership with precision marketing agency RAPP Australia, part of the DDB Group.

First launching in 2023, phase one of the two-year project delighted fans with a sleek new interface for Supercars’ revamped website and app, as well as features like ‘Shotgun,’ which allows fans to jump in the passenger seat of their Supercars team and experience a real-time view in the cockpit with their favourite drivers.

Supercars embarked on its digital transformation journey to enhance fan engagement and create a modern platform that leverages data insights and delivers highly personalised experiences. Supercars’ collaboration with RAPP has been instrumental in turning this vision into reality, creating an interactive, immersive experience that brings fans closer to the action with real-time insights, personalised content, and exclusive features.

With fan engagement and website traffic at an all-time high since launch, the second phase of the digital transformation focuses on driving further business outcomes for Supercars.

This includes a revamped CX strategy delivering a new headless e-commerce powered by a new customer data platform (CDP), enhancing existing CRM and enterprise resource planning (ERP)  platforms that enable online and offline sales for corporate experiences.

This real-time integration enables real-time inventory management, personalised customer interactions, and streamlined operations, setting a new standard for managing and delivering corporate experiences for Supercars and its fans.

This marks a significant milestone for Supercars, which now has a platform that controls and delivers data-driven experiences throughout the customer journey. Supercars is now able to package and sell heightened fan experiences directly to corporate clients and others seeking unforgettable action trackside.

Supercars head of IT Chris Beaumont said, “The RAPP team made an incredible effort to understand the intricacies of our business model and delivered a platform that truly enhances how we work. From seamless ticket purchases to fan engagement, this platform transforms how we engage our fans and fuel commercial growth.”

RAPP chief technology officer, Juan Garcia, said, “From the beginning, our focus was on building a platform to realize Supercars’ CX ambitions and future-proof their digital experiences. Through our strong partnership with Vercel, we’ve harnessed their platform to drive rapid development, integrated end-to-end feedback, and continuous releases, empowering Supercars to innovate quickly and deliver superior digital experiences.”

RAPP launched in Australia in July 2023, bringing its renowned data and marketing sciences capabilities to the DDB Australia group and now, with the integration of Tribal, RAPP has supercharged its tech and innovation muscle to help Supercars put fans at the centre of its business growth.