Vodafone McLaren Mercedes launches new Twitter handle
Vodafone McLaren Mercedes has introduced a new @McLarenF1 Twitter handle as part of its digital engagement strategy.
Replacing its @TheFifthDriver the new handle will make its debut during this weekend’s Spanish Grand Prix where it will appear on the front wing endplate of Jenson Button and Checo Perez’s MP4-28.
The switch has been in the works for over 12 months and is intended to make it easier for McLaren’s global fanbase to connect with the brand on Twitter, which has seen user numbers grow by 80 per cent to reach 350,000.
On Facebook meanwhile the official Vodafone McLaren Facebook page has amassed a 40 per cent increase in followers to hit 700,000.
Martin Whitmarsh, Team Principal, Vodafone McLaren Mercedes said: “Our fans are at the heart of our digital strategy. We’ve strived hard to develop world-leading digital platforms that our fans can enjoy, while creating compellingly insightful content that draws them in and makes them feel part of our team.
“@TheFifthDriver has not retired. Through the new handle of @McLarenF1, the mysterious micro-blogger will continue to give our fans unique access to the inner workings of one of the most successful teams in the history of Formula 1, the pinnacle of global motorsport.”