McLaren’s Formula 1 team will trial a new dynamic digital advertising system on its cars at the upcoming 2022 United States Grand Prix.
The team’s MCL36 cars will run a two-display system around their cockpits for Friday practice sessions for the remainder of the season. The new display systems will allow the company to change the sponsor featured in the display on the fly.
Working together, with Cyprus-based marketing company Seamless Digital, McLaren says that the new advertising methods “demonstrate a glimpse into the future of motorsport marketing, allowing the team to connect with its fans and partners in new ways.”
“We are pleased to work with Seamless Digital to debut one of the most exciting innovations in digital advertising technology. Being able to rotate different brands on our cars is a game-changer in this space and we are looking forward to seeing the impact this has on the wider industry,” said Louise McEwen, executive director, brand and marketing, McLaren Racing.
Mark Turner, founder and CEO of Seamless Digital, added:
“We are delighted to be able to unveil this technology which represents the next step in the future of motorsport marketing. Being able to change branding in real-time on a Formula 1 car will give greater flexibility and value to teams and partners. Our technology enables more creative options for brands to communicate situationally relevant messages.
“We have found the perfect partner in McLaren who share our ambition for innovation and breaking convention as pioneers in the fields of technology. We believe this is just the beginning of flexible on car branding and motor racing assets. By ensuring the technology works on a Formula 1 car we have already cracked the toughest place to innovate and are set to disrupt advertising across F1, motorsport, golf, US sports and ultimately, wider more mainstream use.”
The tech will debut “exclusively” with one of McLaren’s Official Partners, allowing them to dynamically change its brands on both McLaren’s Formula 1 cars. The deal also allows McLaren Racing to explore the technology on its wider racing portfolio, such as its GT racing efforts based on the company’s series production models.
Advertising space on Formula 1 cars has always been hotly contested, with the teams charging vast sums should companies want to feature their branding on the rear wings, central fins, and side pods of the cars. The ability to swap branding on-the-fly could represent a huge money spinner for McLaren, giving the F1 team two bites of the advertising apple.
