McLaren announces digital expansion into China

mclaren-china

McLaren today massively extends the reach of its digital presence with the launch of www.mclaren.cn/formula1 – a Mandarin-language imprint of the team’s website for China.

As the sport celebrates its 10th anniversary in China this weekend, the website’s launch is perfectly timed to help increase the sport’s popularity among Formula 1’s large and well-connected young Chinese fanbase.

Indeed, as a responsive platform, the website provides an optimum mobile browsing experience, recognising the massive popularity of handheld devices as a key content platform throughout China.

The Chinese website will deliver the same breadth of content already available on our English (www.mclaren.com/formula1) and Spanish platforms (es.mclaren.com/formula1), including:

  • 2014 race-by-race updates – previews, statistics, updates and post-race reaction to every grand prix throughout the season
  • A comprehensive technical overview of this year’s MP4-29 car
  •  An overview of McLaren’s rich heritage and history, profiling a number of championship-winning drivers and cars
  • Blogs and features – including our exclusive monthly insight from McLaren’s first-ever world champion Emerson Fittipaldi
  • McLaren LIVE, our unique portal to access data, conversations and commentary from each and every track session – all delivered directly to you from inside the McLaren garage

As mclaren.cn/formula1 kicks off this week, the new site will be providing live commentary, data and analysis of every practice, qualifying and race session from this weekend’s Chinese Grand Prix – an unprecedented offering to the team’s Chinese fanbase.

Additionally, McLaren has announced its presence on Sina Weibo which, having started in 2009, has accumulated over 500 million registered users to become one of China’s leading social networks.

In common with our extensive English-speaking social media channels, including Twitter [@McLarenF1], Facebook and Instagram, our engagement across Weibo will enable us to connect directly with millions of Chinese fans, sharing stories from across the 2014 F1 season as well as providing exclusive access to day-to-day and behind-the-scenes content from the team.

Discussing the announcement, McLaren racing director Eric Boullier said: “The key aim of our digital platforms is engagement with our fans and supporters across the world. This week’s launch of a dedicated Chinese website imprint will enable the McLaren brand and our partners to embrace one of the world’s most important and active markets.

“I’ve regularly witnessed the sheer depth of passion and commitment that exists within the country for Formula 1, but the ongoing success of the Chinese Grand Prix will depend on the sport’s engagement with the country’s young fans.

“It is now our responsibility to both foster and develop the huge enthusiasm and appetite that exists for the sport within the country.

“With our additional presence on Weibo, McLaren is perfectly poised to engage many millions of potential Formula 1 fans – it’s an exciting development for our team, and a positive step for the sport as a whole.”(Press Release)