F1inTO
We took F1inTO over and built it into the biggest race day in Toronto.
The brief
F1inTO is Culture Cartel’s own sister brand: Toronto’s Formula 1 watch party, and a home for a fan base that wanted somewhere to gather. We took it over and set out to build it into the biggest race day in the city. The job was all of it. Brand, visual identity, digital presence, campaign strategy and the race-day experience itself.
The insight
Formula 1 in North America was in its fastest period of growth, and the surge was especially strong in Toronto. But the audience was scattered across platforms with no real home. The opportunity was obvious. The window to own it was narrow.
A fan page would not hold that audience. A place would. So we run F1inTO as a property first: somewhere to watch the race with people who care as much as you do, with a brand worth showing up for.
The work
Brand and identity
A motorsport-native brand with genuine Toronto DNA. A bold mark and a visual system built for a city that takes culture seriously, carried across race graphics, social, merch and the room itself.
The watch party
Boutique, social and distinctly Toronto. Race days built as events in their own right, where the screen is the reason to come and the crowd is the reason to stay.
Content and campaigns
A content strategy that speaks to hardcore fans and new converts at the same time. Race-by-race creative from the season opener to Las Vegas and Abu Dhabi, fan competitions and a steady social rhythm between Grands Prix.
Digital
f1into.ca as the front door and go.f1into.ca for race days. One place for fans to find the next race and the next party.
Partnerships
Partnerships and activations that gave F1inTO credibility fast. Partners include Monster Energy, Side Launch and The Loose Moose.
The result
F1inTO is now the biggest race day in Toronto and one of the most recognisable pieces of motorsport brand work in the Canadian market. The 2026 season hit a peak show rate of 80% at the Canada GP on a paid ticket, and every fan who scans in is scored into a segment so each race day sets up the next. It anchors Culture Cartel Live’s motorsport division as its flagship, and its next chapter, GRID+CLUB, is launching soon.
The engine, in numbers
A room that keeps score.
Every F1inTO race day runs on Prize Runner, the engine behind the app, while Race Control reads the race itself, live. Here is what it runs on.
The race-day app
The room, in every pocket.
go.f1into.ca runs every F1inTO race day. Fans enter the draw with an email, pick a team, chase challenges around the room and scan in at partner stations. No download. Press play: this is the real build, in demo mode.
- 01
Enter the draw
Email is the key. No password, no download, in under ten seconds.
- 02
Pick your team
Choose a constructor and a driver, and the whole app takes on your team’s colours.
- 03
Race-day challenges
A bingo card for the room: find a fan in a Ferrari cap, high-five the crew at the partner booth.
- 04
Sponsor stations
Scan the QR code at the Monster Energy station for extra entries. Footfall a sponsor can count.
- 05
Trivia, predictions, quizzes
Predict the top ten, take the F1 trivia, find your driver DNA. Every answer is a data point.
- 06
Race Control
A WhatsApp concierge: tickets before they go, your entries on race day and live timing while the cars are out.
The F1inTO race-day app. A real build, running here in demo mode: nothing you enter is saved.
- 01Enter the draw
- 02Pick a team
- 03You’re in
- 04Race-day challenges
From a QR code on the table to a fan in the game, in about twenty seconds.
Prize Runner
Five moves. One engine.
One pipeline, in the order a race day runs. Capture turns a face into a profile. Retain turns a profile into a regular.
Scan a code, pick a team, pick a driver. Every fan in the room becomes a named profile in about twenty seconds.
Entries are earned, not given. Predictions, trivia, race bingo and a driver quiz keep the room playing.
- Instagram +3
- Mailing list +2
- Sponsor station +4
- Referral +2
Provably fair, in real time. Synced across two host phones, and every winner written once.
Every fan scored: tier, segment, churn risk, lifetime value and the next best action.
Points become comp tickets, then a branded email, then a redemption checked in at the door. AI drafts the one-to-one notes; a person approves every send.
Understand
Every fan, scored.
Every fan who scans in is scored into one of five segments, and each segment gets its own next move. The dots show how the model sorts a room, not how many are in it: every group is drawn the same size.
How the model sorts a room · illustrative
- Champions
- Triggers VIP access and a first look at every race.
- Loyal
- Triggers rewards that keep them coming back.
- At risk
- Triggers a nudge before they drift.
- New
- Triggers a welcome series to race day two.
- Dormant
- Triggers a win-back, one click from a comp seat.
f1into.ca
A home base, not a fan page.
The front door
Toronto’s biggest F1 fan hub, race previews written for fans and the next race day one tap away.
Meet the grid
The crew behind the room, so a race day feels like walking into your local, not a ticketed event.
What to expect
Big screens, full-room audio, prize drops and a reservation-first booking flow that keeps the room right.
Grid Club
The membership sign-up, built into the site from day one, ready for the next stage of the property.
F1inTO is an independent fan community run by Culture Cartel Live. It is not affiliated with Formula 1 or the FIA.
Project highlights
