Vodafone to leverage McLaren Mercedes partnership

BANGALORE: Indian Mobile telephone player Vodafone, as a title partner for the McLaren Mercedes team since 2007, is raising its association with motor racing sport to the next level.

Stating that racing is expected to grow in India with the first ever Indian Grand Prix 2011, Vodafone has planned many initiatives in reaching out to its consumers, creating a brand recall.

Some of the initiatives that are on the anvil include:

Vodafone Race to fame-life in the fast lane- the mobile company will offer 4 winners –two each of consumers and global mobile enterprise customers, an experience to spend a weekend with the Vodafone McLaren Mercedes team during the motor racing event scheduled at Noida between October 28 and 30.

Another initiative is the Vodafone Drive into the Big League – Vodafone has extended an exclusive growth opportunity to small and medium business enterprises (SME) to have their logo on the Vodafone McLaren Mercedes cars that will race at the motor racing event in India. Vodafone says that it has already received more than 50,000 entries till the closing date of 25 September.

Vodafone is also organising customer activation programmes with a replica of the McLaren Mercedes F1 car in the country’s prime metros at high footfall areas such as malls and electronic parks gearing up to the grand finale at New Delhi.

The company also brought Vodafone’s ace champion driver Lewis Hamilton to Bangalore today to demonstrate his skills behind the wheels of his racing car, the Mercedes MP4-23 that took him to the 2008 F1 Drivers Championship. Over 10,000 people witnessed the ace driver burn the rubber at the NICE road, around 300 meters of which was converted into a race track.

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