In February 2021, Webex announced a two-year deal becoming the Official Collaboration Partner of the McLaren F1 team, founded on three key principles:
- Webex product integration to deliver seamless collaboration between the team, partners, and fans, wherever they are
- Create immersive experiences that inspire action and bring customers/fans closer to the team
- Drive brand/partnership awareness, engagement, and positive sentiment
The goal – embed Webex into sports culture by capturing attention, driving conversation, and reinforcing product credentials.
How we did it – by creating a robust media strategy, we expanded reach and propelled performance to record results through the partnership announcement (69.7M impressions), Webex rebrand launch (584.9M impressions; 89% video completion), media exclusive case studies (BBC), and an always-on social strategy that gives Webex a voice in the F1 conversation year-round.
In addition, we connected fans from around the world to McLaren via Webex. Campaigns and activations like the Webex Fan Briefing (6.9M impressions; 550K+ engagements), HomeFest (2.96M impressions), Fan Heist (TBC), and Slipstream (16+ hours of BTS content) maximized ROI by bringing fans into the heart of a team/sport that has historically been inaccessible to many avid supporters.
Finally, our hospitality programme offered truly once-in-a-lifetime McLaren experiences to Webex’s most valued customers, prospects, and employees through experiences including premium race hosting in McLaren Paddock Club, private hospitality at selected races, and bespoke events.
The achievements of year 1 epitomise the core partnership ambition – collaboration and drive to challenge the status quo to benefit each other, partners, and customers/fans alike.
