McLaren Racing Launches Mobile App Offering Exclusive Access to the Team
McLaren Racing has released a new mobile app which brings fans closer to the team both on and off-the-track. The app was developed following intensive research with the team’s core fanbase to ensure the best possible user experience and the most engaging content.
The McLaren App offers users exclusive behind-the-scenes access to Grand Prix race weekends and beyond. Fans also have access to race and driver insights, social conversations, live polls and race reports as well as regular Q&As and live chats with key members of the McLaren team; including engineers, team management, pit crew and more.
Fans also have the chance to win experiences, including the opportunity to meet the team, visit the iconic McLaren Technology Centre, and win official McLaren merchandise.
This app is part of McLaren’s ongoing strategy to connect with fans through digital, social and fan engagement programmes, to deepen engagement with existing fans as well as exploring new ways to recruit new fans into the team. It was co-created by customer engagement agency Havas helia and built by Havas’ digital transformation agency ekino.
McLaren will engage its core fanbase – the McLaren Plus community – to download the app. Additionally, the app will be promoted across various digital and offline touchpoints, including McLaren’s social media channels and its email database, and featured on the MCL34 car livery and garage branding at the British Grand Prix at Silverstone.
Rob Bloom, group digital director at McLaren commented: “Our fans are the lifeblood of the team and their passion drives us fearlessly forward. They travel the world, support the team at-track, from their homes and across digital and social channels. We see mobile as the direct route to connect fans with the team, and this new app rewards our most passionate fans through unique insight, exclusive access and surprise and delight moments. We’re looking forward to growing the app over time, and further engaging our community for feedback on what they’d like to see more of to bring fans even closer to the team.”
Stuart Peddie, executive creative director at Havas helia added: “The key to successfully engaging a fanbase – already invested in the team on an emotional level – is understanding what they actually want. McLaren has one of the most dedicated followings in F1, so we worked closely with the core fans throughout development to define the features they wanted to see in this app, enabling us to launch with the best possible product. In the same way that the team develops the car throughout the season, we’ll consistently analyse the way fans are using the app, acting upon this data to ensure we continue to give them what they want.”
