The rise of the internet has proved to be a game-changer for many a business and Vodafone is no different. One of the F1’s most high profile sponsors, the mobile phone group is pulling the plug on sports sponsorship of the extremely successful F1 series to move all their eggs into social media execution.
I think this could be great if executed well, as the idea fits well with their brand because they can use their technology expertise to move the boundaries in social media development and campaigns. However, it’s a big risk, as they have spent millions on the partnership with the F1 so making this drastic switch could be dangerous.
Now they just need to make people care about their new ‘Firsts’ campaign to make it work. I will be watching closely to see how they get on.