McLaren has revamped the advertising of its single-seaters and Álex Palou will be in charge as it debuts in his first official Formula 1 practice session. They chose the Circuit of the Americas, in Austin (Texas) where the United States Grand Prix will be held. There seems to be no randomness.
The 2021 IndyCar champion will face his first session in the main category of motorsport and this Thursday, the Woking team, where it will debut, and British company Seamless Digital announced a multi-year agreement to bring digital advertising to single-seaters.
McLaren cars will move to the track and, at the same time, their sponsors will move. Brands will dynamically change with two screens around the cockpit of their pilots.
For now, this technology will be applied to free Friday sessions for the rest of the season. It starts in the USA and with Palou at the helm of one of the British team’s single-seaters.
Louise McEwen, executive director of branding and marketing for McLaren Racing hailed it as “one of the most exciting innovations in digital advertising technology”.
“The ability to rotate different brands in our vehicles is a game changer in this space. and we are eager to see its impact on the industry in general”, he pointed out.
Mark Turner, Founder and CEO of Seamless Digital, said it “represents the next step in the future of motorsports marketing.”
Showing up to practice is the first step, but there are options to extend this into the future career. So, brands can choose when to appear, perhaps at the start, at the pit stop or on the last lap.
“The ability to rebrand in real time on a Formula 1 car will bring more flexibility and value to teams and their partners. Our technology enables more creative options for brands to communicate relevant messages based on the situation,” said Turner.
The team and its sponsor share an “ambition to innovate and breaking conventions as pioneers in the field of technology”, defense of Seamless Digital’s representative.
Formula 1 is a showcase and opens the door to other sports. Not just the engine. Golf, for example, is in his sights.
Source: La Verdad
I’m Wayne Wickman, a professional journalist and author for Today Times Live. My specialty is covering global news and current events, offering readers a unique perspective on the world’s most pressing issues. I’m passionate about storytelling and helping people stay informed on the goings-on of our planet.
