Vodafone McLaren Mercedes

Redefining digital display advertising

Vodafone McLaren Mercedes - Transforming dispaly media into a content channel

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Vodafone McLaren Mercedes - Transforming dispaly media into a content channel

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Vodafone McLaren Mercedes - Transforming dispaly media into a content channel

Using live, pit-wall data to dramatise the F1 experience

F1 provides viewers with ever-increasing data on many aspects of each race. In this campaign for Vodafone McLaren Mercedes, we used gamification to take display advertising to a new level.

The basis was a dynamic, ad-servable microsite supported by a powerful CMS. Its job was to connect Formula 1 motor racing fans with different content experiences before, during and after each race. It connected race fans with live telemetry on everything from steering angles and g-force to acceleration and speed. By using intelligent display advertising, content could be viewed before the race weekend, qualification and during the race.

The results were probably the best ever for an ad-served unit:

  • Average interaction rate: 20%
  • Average interaction time of 34 minutes
  • Over 1,000,000 shares

If you like the sound of this project, please contact us.