The mobile touchpoints and contextual placement of the application enabled the F1 fans to have continuous access to VMM content, with impressive results:• High conversion rate, 86% from the VMM wap site• 570,000 successful downloads of the mobile app• 1.2m usage sessions• 70% of the users reached were non-Vodafone customers (so bringing in new users)Vodafone was able to put a new perspective on the global sport, thus rewarding its existing customers with a powerfully involving experience. The Vodafone F1 app is now viewed as a key mechanic for customer retention and acquisition.

Vodafone developed a free mobile application in partnership with Vodafone McLaren Mercedes. Content included 24 exclusive VMM videos, photos, live F1 new feeds, race telemetry, driver & team biographies, circuit guides, race commentary, championship and race results.A three-stage approach for activation: Invitations that Inspire: Broaden the reach and appeal of the Vodafone sponsorship by giving consumers a window into the world of F1, providing truly mobile access to VMM, distributed via SMS, Mobile website, Vodafone live!, appstores, websites and virally.Experiences that Convert: Engage customers by creating unique and innovative customer experiences through a unique mobile application that allows them to consume VMM content whenever, wherever they want. The application is dynamic so the content is always up to date.

Conversations that Celebrate: Generate noise, excitement and discussion around exclusive content. 24/7 access to VMM content encouraged people to share and give their own comments on expert F1 blogs.

When high profile advertisers walk away from a sport, you have to question why you’re still involved. This was precisely the situation that Vodafone faced in 2009, as it entered its third year sponsorship of Formula 1. The tight regulations regarding access to content makes F1 a difficult arena for brands to cut-through and deliver a point-of-difference. Historically, Formula 1 is consumed via TV, however, Vodafone saw the opportunity to differentiate itself from the rest of the sponsors and propel itself ahead of its telecoms competitors.

Strategy: Vodafone empowers and rewards passionate individuals by connecting them with their passions. Vodafone enables customers to get closer to F1, bringing the latest news from the track into the hands of its customers.

Idea: Vodafone created a mobile platform and aggregated and distributed all Vodafone McLaren Mercedes content to mobile, keeping consumers engaged with the F1 story throughout the nine-month season.