The collaboration is part of a significant investment in mobile products from Haymarket, following a number of success stories across its consumer brands, including FourFourTwo’s multi-award winning app, Statzone. This includes the creation of a new team to focus primarily on app development and the expansion of the group’s audience development and optimisation teams.
Haymarket and Mubaloo will start by jointly researching and building apps that build on the valuable content of the group’s leading motoring brands, including What Car?, Autocar and Pistonheads. The data and content generated by these brands will be used to build three innovative new apps that will serve the 8.5 million monthly unique visitors generated across Haymarket’s motoring sites.
A series of further developments across Haymarket’s brand portfolio is planned for the second half of 2014.
Alastair Lewis, Brand Director for Autocar said: “This partnership, and the setting up of a new team to focus on app development, will hasten our understanding of how we can create great mobile products for audiences and clients alike in our key markets. It is early days but we’re tremendously excited about the direction in which this new partnership could take us.”
Gemma Coles, Director of Mobile Strategy at Mubaloo added: “Haymarket understands the importance of evolving their brand and channels of distribution. Through running strategy workshops, we’ve helped to explore how data from multiple sources can redefine Haymarket’s offering and create new user experiences. Haymarket really understands the role that mobile plays in today’s world. We are pleased to work alongside the company in helping to create innovative new platforms.”
Development on the three motoring apps begins this month and they will be launched in April.
