标题The McLaren App
广告公司
广告战役 The McLaren App
广告主 McLaren
品牌 McLaren
首次发布日期
行业领域 运动队、体育活动
广告口号 Brining the Fans Closer.
剧情简介 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.
哲学 A 7 year journey with McLaren, taking them from a cold, closed brand, to a shining light for fan access.
问题 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.
结果 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.
媒体类别 案例研究
长度

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