Unprecedented situations call for innovative solutions. On 14 September, the Automobile Club de l’Ouest launched a unique digital platform that brought its flagship event, the 24 Hours of Le Mans, to over 250,000 spectators who would usually be trackside, taking them behind the scenes of the world’s greatest endurance race.

Over 180,000 unique users logged on to 24H United & Responsible to enjoy exclusive content throughout the race, generating almost 1.2 million page views and over 45 million reactions on social media. More than 260 videos were shared on the platform, as well as 13 live streams, an all-round view of the paddock and a real-time glimpse inside race control – parts of the racetrack that are well out of sight of the fans under normal circumstances.  

A two-fold call to action was also issued via the platform, illustrating the “united and responsible” dimension of the ACO’s initiative:

• A fundraising campaign in aid of the European Society of Intensive Care Medicine to help train medical staff in the treatment of Covid-19. The names of fans who made donations appeared on a virtual wall. The ACO also contributed to the fund that raised over €30,000.
   
• An invitation to fans to share real life experiences of the race by posting photos, videos or stories. The contributions were shared on the “United and Responsible” platform and on the 24 Hours of Le Mans social media accounts.

Several personalities voiced their support for the fundraising effort and accepted to lend their names as campaign ambassadors*.
In short, the aim for the 88th 24 Hours of Le Mans was to share the passion for this race more widely than ever. This prize rewards an initiative that is destined to become a permanent fixture.

*The ambassadors were Pierre Fillon, President of the Automobile Club de l’Ouest, Roxana Maracineanu, French Minister of Sport,  Jean Todt, President of the FIA, Michèle Mouton, President of FIA’s Women in Motorsport Commission, John Doonan, President of IMSA, Luc Chatel, Chair of Plateforme Automobile, Charles Gordon-Lennox, Duke of Richmond and organiser of Goodwood Revival, Gérard Saillant, President of the FIA Institute, Derek Bell, five-time winner of the 24 Hours of Le Mans, Jacky Ickx, six-time winner of the 24 Hours of Le Mans, Henri Pescarolo, four-time winner of the 24 Hours of Le Mans, David Richards, President of Motorsport UK, and Florent Menegaux, President of Groupe Michelin.

About the Stratégies “Grand Prix du Sport”

The “Grand Prix du Sport” is organised by Stratégies, the leading French communication, marketing and media magazine.
The prize rewards the best communication in sport business conducted by brands using sport, esport or sportspeople. The judging panel for this 13th edition brought together experts in marketing, communication and sport.