What’s On

Uber wins social media race ahead of GrabTaxi on #SingaporeGP

The Singapore Formula 1 Grand Prix weekend was an eventful one, with Sebastian Vettel beating crowd favourites to clinch first place. Conversations peaked at just over 7, 000 mentions at 10pm on 20 September, as fans took to Twitter and Facebook to celebrate Team Ferrari’s win.

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So, who were Formula 1’s winners on social media?

Uber races ahead of GrabTaxi
Not wanting to be left behind, smartphone-based taxi booking rivals Uber and GrabTaxi launched their own Formula 1 promotions, offering users free rides from their fleet of supercars.

According to Digimind Social’s comparison tool, Uber overtook GrabTaxi by 14 per cent for volume of Formula 1 related conversations. Now that’s what we call a neck-and-neck race!

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digimind-sg-gp-4Judging by how mentions about Uber and GrabTaxi centered around supercars, it’s clear that many were looking forward to catching a ride. The lucky few went on Twitter and Instagram to show off their sweet rides, as well as their appreciation for their favourite car brands.

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However, while Uber had a larger share of voice, it was GrabTaxi that engaged their community the most during the Formula 1 weekend, consistently trumping their rival in terms of interactions and publications on their social media channels.

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digimind-sg-gp-7Here’s a look at their best performing post on Instagram, which scored a 44 per cent engagement rate on Digimind Social Analytics:

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Maroon 5 takes center stage
Likewise, music lovers were in for a treat, as the Grand Prix festivities brought international acts to the stage. American pop rock band Maroon 5 proved to be the most popular, overtaking Pharrell and even Bon Jovi to dominate 40 per cent of conversations about the Formula 1 concerts on social media!

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Their winning streak continued well after their gig on 19 September, compared to rapper Pharrell, whose mentions dropped by 50 per cent after his performance on 18 September.

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We suspect that frontman Adam Levine had something to do with it…

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Melissa Chue

Melissa Chue is a marketing executive at Digimind. Digimind is the global social media monitoring and competitive intelligence company that provides businesses with unrivaled insights into their true standing in the market. Digimind's proven intelligence technology has provided Fortune 500 brands around the world with critical information for their business for more than 15 years. With a customer retention rate of 92% Digimind has more than 100 employees across offices in North America, Europe, Asia and Africa.
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