Australian Grand Prix uses CENNZnet blockchain for fan experience
CENNZnet, New Zealand’s largest public blockchain and decentralized application platform was used by Power’d Digital to deliver the Formula 1 Heineken Australian Grand Prix’s 2022 AusGP Access program.
This is the first time the CENNZnet platform, specifically the NFT runtime module, has been used in a live event experience environment.
Australian-based Power’d Digital, a leader in sports tokens and collectibles, delivered a blockchain-based fan portal that provided fans with tradable tokens and enabled a program of unique experiences. As specialists in applying blockchain technology to sports and entertainment, the Power chose the CENNZnet platform to enable a more personalized fan experience.
The AusGP Access program was designed with simplicity as a key principle. Fans purchased token packs (5 tokens per pack) that acted as a digital lanyard to unlock unique benefits and experiences, such as discounted merchandise, pre-sale access, pit lane walks, photos with the trophy and more. Thousands of token packs were purchased, with a significant number later given to friends and family, taking full advantage of the benefits provided by blockchain technology.
Historically, certain on-field experiences have been the sole domain of corporate sponsors or partners, or tied to the purchase of a specific tier of tickets. The new AusGP Access program democratized access so that all fans had a chance to participate in unique experiences. Tokens also enabled fans to bid in an online auction for Track Hot Laps, sitting shotgun for a lap around the Grand Prix Circuit, in full GP mode, at speeds of up to 250 km/h.
CENNZnet CEO Nicole Upchurch says the F1 Australian Grand Prix 2022 Access program was a fan-serving initiative that found a great use case for CENNZnet’s blockchain technology.
“Although this powerful technology was behind the fan tokens, from the fan’s perspective they were simply interacting, shopping, trading and buying with a user-friendly website (or phone app). It was hard to tell that blockchain was involved at all! This represents a power shift to the fans, and hints at the future of fandom,” she says.
Power’d Digital CEO Scott Dinsdale says the company could not have found better partners in Arthur, the fan-first team at the Australian Grand Prix Corporation, and CENNZnet.
“We eagerly look forward to next year, and to enhancing fan engagement, value and experience across live sports around the world,” he says.
Australian Grand Prix Corporation general manager of marketing and experience Arthur Gillion says AusGP Access was a first for Australian sport.
“Harnessing the power of the blockchain to deliver innovative and exciting experiences that allow fans to get closer to the action and the event than ever before. It unlocked a number of exciting experiences such as early access to pre-sales, exclusive viewing areas, exclusive content, helicopter tours with the Albert Park Grand Prix Circuit and even hot laps,” he says.
Benefits of fan tokens
Power to the fans: AusGP Access moved away from linking experiences to ticket purchases to a more customized engagement with fans. Fans could choose from the list of experiences and rewards that were more attractive, leading to a choose-your-own experience experience.
Authenticity: The transfer of fan tokens is immutably stored on the CENNZnet blockchain so that all parties can prove the token’s authenticity.
Deeper understanding of fans: By using the CENNZnet blockchain, the AusGP gained a more intimate understanding of who the fans are. By giving tokens, for example, they could see which fans were fighting for the sport, and the next set of fans (the recipient of
token via gifting), which will help the AusGP expand its pool of directly engaged fans in the future.
Sustainability: The AusGP Access program was a valuable contributor to the Australian Grand Prix’s sustainability programme, with a donation towards carbon offsets from every token pack sold.
