TitelThe McLaren App
Agentur
Kampagne The McLaren App
Werbende McLaren
Marke McLaren
Datum der ersten Ausstrahlung/Veröffentlichung
Geschäftsbereich Sportmannschaft, Sportereignisse
Slogan Brining the Fans Closer.
Story A 7 year journey with McLaren, taking them from a cold, closed brand, to a shining light for fan access. With the objective of having the biggest and most engaged fan base, through data collection and social media amplification, we created The McLaren App. An exclusive fan content channel, by the fans, for the fans. Containing unapparelled, nonstop access to; live commentary, race insights and unique moments... bringing the fans closer.
Philosophie A 7 year journey with McLaren, taking them from a cold, closed brand, to a shining light for fan access.
Problem With the objective of having the biggest and most engaged fan base, through data collection and social media amplification, we created The McLaren App. An exclusive fan content channel, by the fans, for the fans. Containing unparalleled, nonstop access to; live commentary, race insights and unique moments... bringing the fans closer. We recruit fans to test drive the app, which helped us make the app even better. Then we dropped it into stores, live during the British Grand Prix.
Ergebnis The launch gained a huge fan response. The McLaren App has been a huge success, with +115% increase in app sessions YoY, and + 219% increase in screen views YoY. Generating a +72.9% retention rate on Android phones, in the first 30 days of install.
Medientyp Case Study
Länge

Neueste Projekte