McLaren to use YouTube to fast-track BRIC expansion

McLaren is looking to bolster its footprint in the crucially important BRIC markets where high proportions of the population don’t speak English as a first or second language, by localising its branded content.  

The automotive company hopes to use revenues generated by ads sold against its branded content, such as its animated series Tooned, to subsidise its further production as part of a deal it recently cut with YouTube. 

McLaren hopes to use these content revenues to help further fund its marketing efforts in the fast-growing BRIC (Brazil, Russia, India and China) economies, among others, where it is contemplating translating such content into local languages, rather than rely on its existing English language versions. 

John Allert, McLaren’s brand director, says: “In high growth markets we can use this [McLaren’s YouTube channel] to lead how we market… A lot of people in these countries don’t have English as a second language and we don’t want to appear imperialist with a ‘one-size-fits-all’ approach.”

He also adds that such content channels can also be used as a vehicle to help spur the marketing efforts of the sponsors of its Vodafone McLaren Mercedes Formula One team. 

“If we share insights with our sponsors like Mobil1, etc, we could be looking at something like a ‘1+1=3’ scenario,” adds Allert.   

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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