Introduction

 

Formula 1 runs on two things: innovation and sponsorship. So it’s only right for Seamless Digital to focus on innovation that helps teams create more value for their partners. In developing its new digital advertising solution, Seamless Digital chose to work with McLaren Racing, one of the most iconic and innovative teams in F1. Together, they’re bringing the new technology to the track alongside one of McLaren’s Official Partner that also knows a thing or two about innovation.

The Challenge

 

Formula 1 branding has always been static. Mark and the Seamless Digital team set about looking to solve the problem: can on-car branding be more engaging and effective, delivering more value for both teams and partners?

 

Following a period of intense behind the scenes platform development, Seamless Digital approached McLaren for support on how to integrate their digital displays onto a Formula 1 car. Working closely with the aerodynamics and bodywork team, the location for the first panels was decided and integrated into production.

The solution

 

Lightweight: The total mass of the 2-display Seamless Digital system used by McLaren is 190 grams.

Resilient: Seamless Digital and McLaren undertook extensive lab testing, as well as running the system during track sessions on one of the most demanding areas of the F1 car. The system in testing ran flawlessly.

Aerodynamic: The integrated hardware conforms to the shape of the existing surface with no step between the transition, resulting in zero aerodynamic degradation.

Low power consumption: Exceptionally low power consumption is achieved through the display architecture. This results in no measurable performance deficit when used in a racing application. In everyday mobile Digital-Out-of-Home (DOOH) applications, this means a small lightweight battery can provide the system with over 48 hours of power.

The results

 

With exclusive use of the technology during 2022, the McLaren team wanted to bring the panels to the paddock with the right partner.

“We’re excited to see the panels feature for the first time at the US Grand Prix in Austin. The technology will really allow our partners to maximise their reach, while enjoying a level of flexibility in key messaging that’s simply never existed in F1 before. We’re proud to be able to push the boundaries for partners, starting with the practice sessions on Friday.”

 

Matt Dennington, Executive Director of Partnerships at McLaren Racing.

“We’re excited to see the panels feature for the first time at the US Grand Prix in Austin. The technology will really allow our partners to maximise their reach, while enjoying a level of flexibility in key messaging that’s simply never existed in F1 before. We’re proud to be able to push the boundaries for partners, starting with the practice sessions on Friday.”

 

Matt Dennington, Executive Director of Partnerships at McLaren Racing.

Our platform boasts huge potential for flexibility. Content and communications are now unleashed, with any situation and network open to creative application.

Our platform boasts huge potential for flexibility. Content and communications are now unleashed, with any situation and network open to creative application.