Electronics giant Bose used a branded takeover of the Yahoo Formula One hub to amplify its sponsorship of the Mercedes-AMG Formula One team, getting 154 million impressions in the process, according to a report.
Through a branded takeover of the Yahoo Formula One hub in the UK, France and Germany, Bose successfully strengthened its association with Formula One.
The aim of the campaign was to increase public perception that Bose has similar principles to the Formula One race teams, and to improve the association of Bose with its Get closer message across a broad audience.
Yahoo re-designed its Formula One site, making it the perfect hub to promote the Bose/Mercedes partnership. Using data-led insights from Tumblr, Yahoo Answers and Yahoo Search, Yahoo was able to work out what F1 fans were most interested in and developed a content strategy inspired by the most-asked questions to help fans get closer to their sport.
The Yahoo Sport Formula One hub’s demographic mirrored the demographic of the Mercedes Formula One team, making it an ideal place to host the campaign. The content was also distributed widely on Yahoo’s social pages as well as via Yahoo Gemini Native Ads, video ads via Yahoo’s BrightRoll product and CRM emails.
The campaign generated page views 126 per cent above target and altered perceptions even amongst people who were not F1 fans. In addition to research conducted by Millward Brown, the post-campaign analysis found that 59% of those who’d seen the campaign associated Bose with the Mercedes-AMG Formula One team, an uplift of 43.8%.
Other results included:
• 49% said Bose embodies the same focus as the F1 industry (10.6% uplift)
• 30% of respondents exposed to the content associated Bose with the ‘Get Closer’ message
• 59% of those who’d seen the campaign associated Bose with the Mercedes-AMG Formula One team, an uplift of 43.8%
• Overall Click Through Rate (CTR) 0.33%
• Yahoo Gemini Native Ads CTR 0.94%
• In all markets (UK, France and Germany) traffic over-delivered by 25%
• Formula One trended on Yahoo UK for 48 hours during campaign