Santander

Engaging with F1 fans on a deeper level

Challenge

Santander wanted to be viewed as innovative in order to separate from competitors and test mobile as a tool for building relationship marketing during Formula 1 season.

Mobext challenge was to develop an application that creates an on-going and meaningful dialogue with customers and build an application that goes beyond a passive existence.

Strategy

The application that Mobext designed should deliver a complex, rich and ever-changing social experience embracing tools and technologies such as social networks (Twitter) and photo sharing with ESPN site:

• With easy access, the application could be downloaded on any mobile device.
• Fans followed F1 pilots in real time via aggregates of ESPN exclusive images, news and Twitter features.
• Measured all traffic, active users and interaction levels with each application to study long-term audience effects.
• Bango tags and mobile web metrics tools coded each page for additional analysis.

Results

The average of visits/visitor shows that 20% of users returned to access the application and each user had browsed 8,7 per visit what is four times more than mobile sites’ interaction rate of 2 pages per visit.

• Audience 2,2MM people (1,6MM through TV spots and 603.355 through web).
• 5.374 downloads (Conversion rate of 0,24%).
• 4.443 unique users.
• 38.673 page views.