Digital agency, The Rumpus Room, built up to last weekend's Abu Dhabi Grand Prix by creating a real-time social media activation for Lewis Hamilton.
Hamilton went into the weekend with a great chance of bagging the World Championship. This real-time initiative looked to get the fans involved. Four videos were created (starting from Thursday), the last of which ended with an emotional 'thank you' from Hamilton, soon after he was crowned world champion.
As part of the campaign, fans were asked to send in their live reactions to all the events that took place over the final race weekend of the championship. Rumpus Room then took the fan videos and made a movie out of it.