Williams Racing Activation

Atlassian Williams Fan Zone

As Melbourne proudly reclaims its spot as the season opener for Formula 1, Huddle Agency is thrilled to have once again partnered with Williams Racing to deliver the Atlassian Williams Fan Zone Presented by Kraken—returning to Federation Square for its third consecutive year.

From concept to execution, we designed and delivered a space that brought the energy of the track into the heart of Melbourne city.

What We Created:

Immersive Experiences: We transformed Fed Square into a dynamic hub where fans could engage with the team and its partners. From Esports simulators replicating the Albert Park Grand Prix Circuit to the FW47 show car on display, every detail was curated to bring fans closer to the action.
Live Q&As: We facilitated intimate sessions with Carlos Sainz and Team Principal James Vowles, giving fans rare access to the minds behind the wheel and the strategy.
Partner Activations: Huddle collaborated with Kraken, Komatsu, and other Williams partners to create hands-on experiences—from Kraken’s Reaction Ring and Plinko games to Komatsu’s haul truck simulator and the Career Catch Challenge.
Fan Challenges: We introduced high-energy activities like the batak reaction machine and photo contests, pushing fans’ reflexes and creativity to the limit.
Merchandise Zone: We designed a retail experience featuring the 2025 Atlassian Williams Racing collection, including exclusive Melbourne race week items with special discounts.

We believe in creating spaces that don’t just host fans—they ignite them. The Fan Zone was more than an event; it was a celebration of community, innovation, and the shared passion for motorsport.

Record Broken

Broke the app download record for this event

Increased Engagement

30% increase in engagement

Increased Sales

300% increase in merchandise sales

Learn how Huddle can help you with your next event.
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