Another example of how sophisticated tracking technologies and connected data analysis is being used by sponsors to compare consumers and professionals was seen in 2011 with McLaren F1 sponsor Vodafone’s ‘Mini Grand Prix’ initiative. Created by Belgian agency Achtung, the campaign objective was to both raise awareness of its new fast fibre optic… Continue reading Vodafone’s Live Mini F1 Grand Prix Track Initiative
Tag: F1
Vodafone’s VIP Viral Links F1 Drivers To Fashion
Another fashion-related initiative from Vodafone McLaren Mercedes, sees the mobile sponsor set drivers Lewis Hamilton and Jenson Button to work in its latest online film for the brand’s VIP service. The F1 stars are invited to directing and photograph a distinctly odd and eccentric premium British summer fashion shoot. BBH’s film tracks Button… Continue reading Vodafone’s VIP Viral Links F1 Drivers To Fashion
Hugo Boss Competition To Dress McLaren’s Drivers
March 2011 saw Vodafone McLaren Mercedes and Hugo Boss mark their 30-year sponsorship partnership with an online competition, Dress Me For The Finale, where the prize is designing Formula 1 race overalls for Lewis Hamilton and Jenson Button. It’s been three decades since the fashion brand’s logo first appeared on the F1 team’s… Continue reading Hugo Boss Competition To Dress McLaren’s Drivers
Vodafone Offers SME’s Unique F1 Sponsorship
In the summer of 2010 Vodafone UK rolled out an innovative, daring element of the brand’s wider global McLaren Mercedes F1 team sponsorship by offering its SME business customers the chance to have their logo on the F1 cars for the Silverstone Grand Prix. Targeting small and medium sized business customers and tying… Continue reading Vodafone Offers SME’s Unique F1 Sponsorship
TW Steel’s F1 Renault Watch Traditional Media Campaign
To herald the arrival of a new TW Steel Renault F1 Team Watch Collection, the F1 brand’s official timing partner launched a TV, print and online campaign (with a reported £300,000 media buy) showcasing the products and its Renault F1 sponsorship. The campaign launch was timed to kick off during the flagship Monaco… Continue reading TW Steel’s F1 Renault Watch Traditional Media Campaign
Hackett & Lotus Focus On Heritage, Style & Clothing
Activation via new media platforms or future facing technology was in short supply when it came to the launch of the partnership between F1’s Lotus Racing and fashion brand Hackett. Rather the focus was on traditional platforms and particularly Hackett’s products themselves. Hackett became the team’s Official Clothing Supplier for the 2010 season and… Continue reading Hackett & Lotus Focus On Heritage, Style & Clothing
Cyber-Physical Taxi GP Vodafone/McLaren Game
Vodafone Taxi GP, an interactive and engaging on and offline game and competition, was Vodafone’s core communications campaign to activate their sponsorship of McLaren F1. The overarching objective of both the Taxi GP initiative in particular (and its relevant supporting activity) and the F1 deal in general was to increase awareness of and opinion… Continue reading Cyber-Physical Taxi GP Vodafone/McLaren Game
ING’s YouTube Channel Supports F1 Sponsorship
Autumn 2008 saw the Dutch banking brand launched a YouTube channel to support its sponsorship of Formula One and the ING Renault F1 Team. The digital video channel was set up initially to host a series of short films entitled ‘ING Explains’. It aims to provide a behind-the-scenes look into the world of… Continue reading ING’s YouTube Channel Supports F1 Sponsorship
