TítuloThe McLaren App
Agencia
Campaña The McLaren App
Anunciante McLaren
Marca McLaren
Fecha de primera difusión/publicación
Sector Empresarial Equipos deportivos, Eventos deportivos
Lema Brining the Fans Closer.
Sinopsis 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.
Filosofía A 7 year journey with McLaren, taking them from a cold, closed brand, to a shining light for fan access.
Problema 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.
Resultado 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.
Medio Case Study
Duración

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