VMM was activated across 18 markets in 2010/11 with 300+ creative executions.

We got consumers closer to F1 by providing ‘money can’t buy’ experiences. In the UK, multiple Vodafone VIP promotions enabled fans to; win tickets, meet the drivers, tour McLaren’s HQ and experience a hot lap with the drivers. In India, we leveraged F1 excitement by offering fans the chance to watch Lewis drive and a lucky few to be in a car with him.

We connected fans together through events that created ‘firsts’ for F1. In the Netherlands, fans signed up on Facebook to be part of a virtual car that raced against Lewis Hamilton at Schiphol airport. To launch the car, fans were invited to contribute to building the car at a live event broadcast over the web.We listen to fans through the VodafoneRacing fan page which allows them to have their say on team matters.

VMM drove unparalleled brand exposure, reaching a TV audience of 500m+ in over 200 countries and delivering a media value of €200m. Vodafone have become the most recognised sponsor within F1 (Source: SMS, 2010).The sponsorship delivered unique assets that engaged fans globally.• 89K+ entries to F1 promotion on Vodafone VIP and 30K+ experienced the VIP area at Silverstone.• 100K Indians entered to win a driving experience with Lewis Hamilton.• 29K fans signed up to virtually race against Lewis in the Netherlands.• 21K Facebook fans and growing!

• 800K+ views of the official Car Launch video.