Evo Sessions: Influencer crashes with Formula E car from Cupra Kiro in Miami

On 5 and 6 March, the "Formula E Evo Sessions" took place at the Miami International Autodrome. One influencer per team drove a Gen3 Evo car and went on a time hunt (to the full list of participants). While "Driver 61" apparently set the fastest time, the US YouTuber and social media star "MrBeast" crashed on Thursday morning - and reached astronomical numbers with his video.

After being coached by one Formula E driver from each of the eleven teams, the influencers were allowed to take to the track for two 20-minute sessions. Formula E used a version of the Formula 1 circuit in Miami that had been shortened to 2.917 kilometres. Formula E is hoping that the "Evo Sessions" will give it access to a whole new audience - an expensive marketing stunt, but one with an impressive social media reach.

The US influencer "MrBeast" was the main reason for this. He lost control of Dan Ticktum's Kiro car early on, spun and hit the wall slightly on the left side. The car was damaged at the front and had to be taken back to the pits on the tow truck. The influencer's video had already achieved almost 22 million views by Friday evening!

 

 

 

 

 

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A post shared by MrBeast (@mrbeast)

While the influencers were busy posting, Formula E itself surprisingly released very little tangible information to media. It can only be gathered from various sources that, in addition to "Driver 61", football star Sergio Aguero (Porsche), Brooklyn Peltz Beckham (Jaguar) - son of football legend David - and "JUCA" (Kiro) are also said to have delivered decent lap times. Formula E intends to publish documentation of the "Evo Sessions" at a later date.

"Driving the Jaguar I-Type 7 here in Miami was an incredible experience," explains Beckham after his stint. "The performance of the car is incredible and I am so grateful to be part of the Jaguar TCS Racing team for the Formula E Evo sessions. As a lifelong motorsport fan, I will never forget this opportunity (...) - and Mitch Evans was a great coach!"

"The goal is to become the 2nd biggest motorsport series in the world"

Eugenio Franzetti, Director of DS Performance, also praises Formula E's idea of bridging the long season break with a marketing stunt: "Formula E has once again proven that it is very innovative! It is always important to show this to a new audience."

"Our goal is to become the second largest motorsport series in the world with 500 million fans", Franzetti continued, "and this kind of event - together with international influencers - is perfectly aligned with these big ambitions!"

In terms of social media reach, the Evo Sessions are likely to have met Formula E's expectations, although they must have been expensive. Let's see how many new fans will stick with the racing series. The advertising campaign was of no interest to existing Formula E fans.

The real racing action continues on 12 April - also in Miami. That's when the 22 regular drivers will finally get behind the wheel again, but not on the F1 circuit, but at Homestead-Miami Speedway.