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Case Study: Scuderia Ferrari HP Driver achieves a smarter, more personalized fan experience with IBM
A IBM Case Study
Engineering Scuderia Ferrari HP’s fan engagement strategy
Scuderia Ferrari HP, one of Formula 1’s most iconic teams, needed a more interactive and personalized way to engage its massive global fan base through its mobile app. The team asked IBM to help reimagine the experience for lifelong Tifosi and newer digital-native fans, while preserving Ferrari’s prestige and authentic brand feel.
IBM Consulting built a next-generation fan engagement platform using IBM watsonx, IBM Design Thinking, and a hybrid cloud architecture. The new app delivers AI-generated race summaries, personalized content, interactive features, and stronger storytelling, while IBM Instana improves reliability and watsonx.data unifies data across domains. Since launch, the app has driven a 2x increase in daily active users and a 35% increase in average time spent in-app.
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Scuderia Ferrari HP Driver
Lewis Hamilton
Scuderia Ferrari HP Driver