mclaren grand prix screening
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In May 2012 we were approached by McLaren to assist with the exposure of Team McLaren, their official worldwide Vodafone McLaren Mercedes membership programme (fan club). It exists to reach out and engage with fans and to allow them to get closer to the team, and to the action, for a small annual fee.
Yellow Yoyo worked with McLaren to produce a programme of events aimed at activating and promoting Vodafone McLaren Mercedes F1 partnerships
The Brazilian Grand Prix Screening was a trial to gain feedback from members directly and provide a blueprint for future events. The prime objectives were:
- To promote the benefits of exclusive Team McLaren membership and grow the membership database.
- To utilise the event as a test case on which to build the ‘Team’ and ‘Family’ values expressed by the membership, by providing exciting opportunities for members to attend and bring guests throughout 2013.
- To identify and create opportunities for Partner involvement in 2013.
The event was held at the Manchester Airport Hilton Hotel on Sunday 25 November 2012, commencing at 1pm for guest registration, followed by lunch and a pre-race talk and Q&A.
All areas of the event (registration, lunch, screening room, simulator and photography) were branded with Team McLaren banners, Brazilian flags and Union Jacks. Alongside Yellow Yoyo, the full McLaren event team were on hand to manage and run the event and to provide support to members and guests. Feedback questionnaires were completed and video testimonials captured.
The entire member database was invited via email during the first week of November, with subsequent follow-up emails and a confirmation email to those who had booked.
Bryan Wright of Yellow Yoyo, said:
“The devil is in the detail for this type of thing. Pre-event set-up can be the hardest part, but we had a great team to work with and the atmosphere on the day was just fabulous”.
The results were very positive, with members’ desire to participate in future events being overwhelming and it being obvious that future opportunities exist for extending partner relationships. New members were recruited on the day, their quality feedback providing valuable information for future events.
“We have a great brand and know that individuals and businesses alike wish to get involved with us. The more difficult part is getting the mix right. Yellow Yoyo did a great job for us over the weekend. It was a cracking event and I was really impressed.”
Matthew van Gessel, Head of Consumer for Team McLaren