SUPERCARS OFFICIAL APP

TitleSUPERCARS OFFICIAL APP
BrandSUPERCARS
Product / ServiceSUPERCARS OFFICIAL APP
CategoryB02. Mobile Apps
EntrantADRENALIN INTEGRATED MARKETING Ultimo, AUSTRALIA
Idea Creation ADRENALIN INTEGRATED MARKETING Ultimo, AUSTRALIA
Production ADRENALIN INTEGRATED MARKETING Ultimo, AUSTRALIA

Credits

Name Company Position
Rajeev Kumar Adrenalin Creative Director
Samantha Thompson Adrenalin UX Designer
Jessica Hobbs Adrenalin Designer

The Campaign

Fans attending races were limited to line-of-sight viewing and those watching on TV were limited to a single camera view at any one time. We wanted to put the fans in the driving seat so we developed a personalised 3D car tracker, allowing users to follow the race live, offering key race telemetrics and on-track action using 3D track maps, 360 degree videos and AR. The live 3D car tracker and virtual track maps are a key differentiator for Supercars. Now, at all 16 track locations across Australia & NZ, fans can follow drivers via an interactive game-like interface. With pan and zoom features and complex API integration of real-time race timing feeds, fans can follow the action how they want. We also optimized the ticketing conversion funnel by creating prominent calls to action, with primary real estate on key pages dedicated to tickets and pricing.

Creative Execution

Key innovations of the app are: -Live 3D car tracker -enables fans to follow drivers’ positions in real-time around the 3D rendered track via an interactive game-like interface. -Augmented reality – At events, fans can access additional AR information in the form of videos and 3D images by simply pointing their phone at markers to trigger the AR feature -Up-to-the-second news – Fans can personalise push notifications to get the latest news on their favourite drivers and teams -Interactive event map & planner - Event attendees can favourite points of interest, personalise their event planner with reminders and see their location on the map A simplified tab navigation with intuitive swipe functionality allows fans to easily switch between the different Supercars categories. The information architecture of the app also maximizes advertising display to help monetise the platform whilst ensuring no degradation of user-experience.

The team at Supercars is delighted with the new app which has exceeded all expectations and surpassed KPIs. The surge of downloads at launch and the sustained growth in the number of downloads is indicative of the popularity of the app amongst fans. Users are highly engaged, with 87% opting in for push notifications and 37% choosing to personalise their experience. Conversion rates for users making in-app purchases are at ~10% (the global app industry average being just 5%). The Supercars app is another step forward in Supercars’ drive for digital innovation within sports marketing in Australia and globally. It won Best Sports Digital Platform at the MSM Awards 2017. The new Supercars Official App floats in a connected digital eco-system for Supercars where integrated social chatter, video on-demand, automated notifications and a premium model for 3D Live Timing meld together.

With research showing that 76% of Australians “multi-screen” while watching television, we identified the need to create a true companion channel for fans. We began by conducting a series of qualitative in-depth-interviews with ‘hard-core’ and ‘fringe’ supporters Australia-wide. We then carried out contextual immersion and in-field research on-track at by attending Supercars’ flagship events. We supported this robust qualitative research with early-stage prototypes and quantitative usability testing to ensure the app interface would deliver against the key objectives of simplicity, engagement and intuition. We worked closely with Supercars to analyse historical digital & broadcast behavioural patterns and identified opportunities for deeper engagement and conversion improvements. We worked in a lean UX and agile build environment enabling the UX and development teams to create and test various components of the app as it was developed using an agile methodology.

Links

Application URL   |   Supporting Webpage