Vodafone in F1 promotion

Vodafone is promoting its GPS and 3G network via an online fantasy racing game as part of its sponsorship of the McLaren Mercedes Formula 1 team.

Lewis Hamilton

The Taxi Grand Prix, which runs until late August alongside the next five Formula 1 races, follows ten UK taxi drivers in real time as they race to complete the same number of miles as the Grand Prix drivers.

The campaign, developed by digital agency Dare and media agency Carat, showcases the operator’s strength in communications as it relies on its location-based services and 3G network capability.

Entrants are directed to pick two Vodafone McLaren Mercedes-sponsored taxi drivers from a pool of ten in five UK cities. Whichever team matches the race distance first over the course of their working week wins.

Entrants can keep track of how their taxi drivers are performing via real-time mapping, performance graphs and Twitter updates.

Vodafone began its sponsorship of the McLaren Mercedes team in 2007 in a deal believed to be worth £22m a year, to take advantage of the global TV audience. As well as benefiting from increased brand awareness, the operator is keen to align with an innovative, technical sport.

In 2005 Monopoly won an IPA Effectiveness Award for a similar initiative, Monopoly Live, which equipped London black cabs with GPS transmitters to turn the capital into a giant board game. That campaign was developed by digital marketing agency Tribal DDB.

This story first appeared on newmediaage.co.uk

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here