Alteryx X McLaren F1
Thinking outside the box, box.
Analytics for race cars are awesome. And while fuel powers the car, data drives the decisions that give a team a competitive advantage. So, it was only natural that Alteryx sponsored the McLaren racing team. From F1 to Extreme E, the insights Alteryx enabled drove the team’s success.
For the Win
A Winning Partnership
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Alteryx wanted to build global brand awareness to attract new business globally amongst data-heads and the C-suite, alike. Formula 1 was an obvious choice. But, they didn't want to just stick a logo on a car. They wanted to build a true partnership and story that was easy to tell - how mclaren uses alteryx to improve performance on and off the track.
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Create a cost effective sports marketing strategy that maximized a combination of guerilla tactics, white-glove hospitality, videos and always-on social media to reach new audiences and convert existing ones into Alteryx evangelists. .
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Delivered 28M AVE (advertising value equivalency) in year one compared (7X the initial partnership investment) with 548M social impressions.
Made our first commercial on a shoestring budget that generated 3M views (YouTube).
Led a team that hosted 125+ customers across eight global Grand Prix’s and HQ experiences that closed/won $30M in pipeline.