{"id":6721,"date":"2023-03-21T04:00:00","date_gmt":"2023-03-21T11:00:00","guid":{"rendered":""},"modified":"2023-03-21T04:00:00","modified_gmt":"2023-03-21T11:00:00","slug":"mclaren-racing-fan-experience","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/in\/news\/stories\/mclaren-racing-fan-experience\/","title":{"rendered":"How Salesforce Helped McLaren Racing Shift the Fan Experience into High Gear"},"content":{"rendered":"\n<p><em>Editor\u2019s Note: AI Cloud, Einstein GPT, and other cloud GPT products are now Einstein. For the latest on Salesforce Einstein, go <\/em><a href=\"https:\/\/www.salesforce.com\/news\/topics\/artificial-intelligence\/\"><em>here<\/em><\/a><em>.<\/em><\/p>\n\n\n\n<p>Earlier today, <a href=\"https:\/\/www.salesforce.com\/news\/press-releases\/2023\/03\/21\/salesforce-to-power-mclaren-racings-world-class-fan-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce announced<\/a> a new, multi-year partnership with McLaren Racing to help the Formula 1 team deepen its relationship with its global fan base and connect with audiences in new markets.<\/p>\n\n\n\n<p>Formula 1 has exploded in popularity and now counts over <a href=\"https:\/\/www.salesforce.com\/resources\/customer-stories\/formula1-personalized-content-fan-engagement\/#:~:text=%E2%80%9CWe%20have%20over%20500%20million,to%20engage%20with%20our%20sport.\" target=\"_blank\" rel=\"noreferrer noopener\">500 million fans<\/a> globally. But with fewer than 1% actually attending a Grand Prix in a year, racing teams must complement exceptional real-world performance with exceptional digital fan experiences.<\/p>\n\n\n\n<p>Ed Green, Head of Commercial Technology for McLaren Racing, explains how the partnership is empowering McLaren to get a 360-degree view of fans to personalize both digital and in-person experiences.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-new-kind-of-fan-requires-a-new-kind-of-fan-marketing\">A new kind of fan requires a new kind of fan marketing<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.salesforce.com\/news\/stories\/f1-fan-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">Formula 1 viewership nearly tripled in recent years<\/a>, with huge growth in the United States thanks in large part to the Netflix series, \u201cDrive to Survive.\u201d&nbsp;<\/li>\n\n\n\n<li>Green said the global nature of F1, \u201coften means our U.S. fans are receiving updates and push notifications from us in the early hours of the morning, but they want to take time to watch the race back over breakfast.\u201d<\/li>\n\n\n\n<li>\u201cWe didn&#8217;t really have the tools to do that before, but <a href=\"https:\/\/www.salesforce.com\/eu\/products\/marketing-cloud\/platform\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Marketing Cloud<\/strong><\/a> means we can do things like target groups of users based on the country they live in, and we can do delay sends and make sure we send that communication to them at the right time based on their local market.\u201d<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><span class=\"js-twitter-inline\"><strong>Marketing Cloud<\/strong> means we can do things like target groups of users\u2026 and make sure we send that communication to them at the right time based on their local market<\/span>.<\/p>\n<cite>Ed Green, McLaren Racing<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Rapid digital transformation means a lot of data \u2014 and a lot of silos<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The explosion of F1 and McLaren Racing\u2019s fanbase happened at pace, and during the pandemic. Technology was adapted quickly, sometimes without the intervention of traditional digital or IT functions. That led to a huge volume of <a href=\"https:\/\/www.salesforce.com\/news\/stories\/connectivity-report-2023\/\" target=\"_blank\" rel=\"noreferrer noopener\">siloed data<\/a> that was difficult to access.<\/li>\n\n\n\n<li>\u201cSometimes you\u2019d sit there and think, I wish I could just grab this data from there! If I could only get the data that&#8217;s coming from this system that somebody bought in isolation, if only I could merge that with data that&#8217;s living in this system that\u2019s 15, 20 years old,\u201d said Green.<\/li>\n\n\n\n<li>\u201c<a href=\"https:\/\/www.mulesoft.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>MuleSoft<\/strong><\/a> for us has been a bit of a game changer. It&#8217;s allowed us to put a common access layer across some of those slightly older systems, but it&#8217;s also helped us tap into some of the new systems through a lot of pre-built integrations.\u201d<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>MuleSoft for us has been a bit of a game changer.<\/p>\n<cite>Ed Green, McLaren Racing<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">As new technology rolls out, employees seek support<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>There can be a major learning curve for teams when new systems get introduced. Proper training and team development can ease the transition.&nbsp;<\/li>\n\n\n\n<li>\u201cTruthfully, I think we have been a little bit challenged by some of the tech we&#8217;ve had in the past. There&#8217;s a steep learning curve when you&#8217;ve had some antiquated systems. We&#8217;re a really lean function at McLaren. We are not a huge digital function. We don&#8217;t have a huge CRM team,\u201d said Green.<\/li>\n\n\n\n<li>That\u2019s why <a href=\"https:\/\/trailhead.salesforce.com\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Trailhead<\/strong><\/a>, Salesforce\u2019s training tool, has been so helpful to McLaren\u2019s employees. \u201cWe&#8217;re getting more and more people rolling into Trailhead and following the trail mix that the Salesforce team has put together for us, that gives us a tailored set of trails that people follow. That&#8217;s awesome. I love seeing the team getting empowered.\u201d<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>I love seeing the team getting empowered.<\/p>\n<cite>Ed Green, McLaren Racing<\/cite><\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\">Go deeper:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>See the <a href=\"https:\/\/www.salesforce.com\/news\/press-releases\/2023\/03\/21\/salesforce-to-power-mclaren-racings-world-class-fan-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">McLaren Racing press release<\/a> announcing the new partnership<\/li>\n\n\n\n<li>Read how F1 uses Salesforce for fan engagement <a href=\"https:\/\/www.salesforce.com\/news\/stories\/f1-fan-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/li>\n\n\n\n<li>Check out <a href=\"https:\/\/www.salesforce.com\/plus\/series\/The_Shift\/episode\/episode-s1e5\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce+<\/a> for more on the Formula 1 story&nbsp;<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Editor\u2019s Note: AI Cloud, Einstein GPT, and other cloud GPT products are now Einstein. For the latest on Salesforce Einstein, go here. Earlier today, Salesforce announced a new, multi-year partnership with McLaren Racing to help the Formula 1 team deepen its relationship with its global fan base and connect with audiences in new markets. Formula [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":6722,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"_jetpack_memberships_contains_paid_content":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"categories":[],"tags":[],"sf_content_type":[1099],"sf_theme":[1121],"sf_topic":[1120,1104,1183],"sf_product":[1135,1170],"sf_industry":[1103],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[1094],"sf_collection":[1096],"sf_visibility":[],"coauthors":[],"class_list":["post-6721","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_content_type-snapshots","sf_theme-customer-engagement","sf_topic-customer-360","sf_topic-customer-success","sf_topic-data","sf_product-marketing-cloud","sf_product-data-cloud","sf_industry-automotive","sf_location-global","sf_collection-future-of-crm"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Salesforce Helped McLaren Racing Shift the Fan Experience into High Gear - Salesforce<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/in\/news\/stories\/mclaren-racing-fan-experience\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Salesforce Helped McLaren Racing Shift the Fan Experience into High Gear\" \/>\n<meta property=\"og:description\" content=\"Editor\u2019s Note: AI Cloud, Einstein GPT, and other cloud GPT products are now Einstein. 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