Virgin Racing’s marketing strategy could be what Formula 1 needs to regain the trust of its fans and attract new audiences.

Formula 1 has always been an aspirational sport, an exciting glamorous event that attracted a huge number of fans as well as a lot of money. But scandals surrounding many teams over the past two seasons have seriously damaged the reputation of the sport, leaving many fans feeling let down and ultimately switching off.

The FIA took the decision to make changes to the rules this season, which shows that there is a recognition that serious work needs to be done to change fans’ perceptions.

Virgin’s entry to the sport couldn’t have come at a better time; its heritage of being a consumer champion is a perfect fit for the sport. Its marketing strategy, outlined in new media age magazine this week, plans to focus on digital and specifically social media which will enable it to involve fans throughout the season. Digital is a perfect channel because it will enable Virgin to let fans feel a lot closer to the team than press or TV campaigns would.

The company is putting a heavy focus on community on its website and hopes to allow regular opportunities for fans to get involved and even create content for the site, such as photography competitions and the chance to report from the races.

The majority of the other teams are using social platforms, but they use them very much as a broadcast channel, posting news and links to their website posts. In a Formula 1 season that is set to be very exciting, any team not engaging with fans on a more personal level and leveraging the excitement and passion of their passion will lose out.

Charlotte is resident social media expert at Reputation Online’s sister publication, new media age.