Motorsport TechnologyThe famous McLaren Formula 1 team has long been renowned for the cutting-edge technology coming out of its space age technology centre in Woking.
Now, the team has unveiled what could well be the future of racing advertising by announcing an agreement with Seamless Digital offers the ability to ‘dynamically change branding on Formula 1 cars across a race weekend’.
Starting at Friday’s first free practice session for the USGP and continuing for the remainder of the season at those practice sessions, McLaren will run a two-display system in panels around the cockpit on its MCL36 cars that allows them to dynamically change its brands on both McLaren’s Formula 1 cars.
Much like the changing advertising at hoardings around sports stadia, the panels will allow the team to change the branding if its major sponsors on the cars as the team chooses whilst it runs around the track. The same technology can also be applied to the drivers’ helmets and gives the team greater scope for even more sponsorship deals.
Using paper-like display similar to kindle, the panel blends into the bodywork & appears just a like any other logo. But, can change based on inputs from the car, such as DRS, pitstops, fastest lap or even just lap number. You could sponsor the team for a lap!#F1 #TechTalk #COTA pic.twitter.com/qt8niikvaC
— Craig Scarborough (@ScarbsTech) October 20, 2022
“We are delighted to be able to unveil this technology which represents the next step in the future of motorsport marketing,” commented Mark Turner, Founder and CEO, Seamless Digital. “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.”
Louise McEwen, Executive Director, Brand & Marketing, McLaren Racing added: “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.”
Its already been successfully & covertly tested on track. You can see it fitted, if you look carefully 😉.
The #USGP set up is only small as its conveniently fitted to removable panels.
In the future it can be in colour, larger & curved, even on crash helmets!#F1 #TechTalk pic.twitter.com/Ui2jHPjD5q— Craig Scarborough (@ScarbsTech) October 20, 2022
Craig Scarborough
Fraser Masefield