How the F1 Mexico City Grand Prix turned race-weekend WiFi into 6,700 new leads

The challenge

A Grand Prix crowd is one of the hardest audiences to capture: enormous, on the move, and connected for a weekend at most. The goal was first-party fan data with demographic depth, gathered without slowing anyone down.

• Capture first-party fan data at mass-event scale
• Enrich records with guest demographic information
• Keep the sign-in experience fast enough for a race crowd

The solution

With Telmex, the event deployed branded HTML splash pages across the venue: every fan connecting to WiFi passed through a journey built for data capture, demographics included.

The journey doubled as a media channel, redirecting fans to the Telmex website during the event: sponsorship visibility measured in journeys rather than estimates.

• Branded splash pages across the event
• First-party data capture with demographic enrichment
• In-journey redirects to the Telmex website

The results

38.2k fan journeys were completed during the event, at an 86% authentication rate: a seamless experience performing 24% above industry benchmarks even under event-scale load.

The WiFi channel captured 6.7k new leads worth $268k MXN, with demographics showing an audience of mainly men aged 25 to 34, and 18k journeys were redirected to the Telmex website during the event.

• 38.2k fan journeys at an 86% authentication rate
• 6.7k new first-party leads worth $268k MXN, with demographic insight
• 18k journeys redirected to the Telmex website during the event