McLaren will start using new two-display technology system from Friday of F1 US GP weekend after signing a new deal with Seamless Digital.
Ahead of the F1 US GP weekend, McLaren announced a new deal with Seamless Digital where the aim is to bring new methods of digital advertising to life. As a result of this, the team is to run a two-display system around the cockpit this weekend.
In fact, they will try the technology for the remainder of the 2022 F1 season on Fridays starting in US GP. The new technology will allow them to ‘dynamically change its brand on both McLaren’s Formula 1 cars’ with the help of Seamless Digital.
The idea is to showcase and demonstrate the future of motorsport marketing, allowing news ways to promote brands. The deal not only limits McLaren of the usage in F1 but also for its wider racing portfolio like Extreme E, Formula E and IndyCar.
“We are pleased to work with Seamless Digital to debut one of the most exciting innovations in digital advertising technology,” said McLaren’s Louise McEwen. “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.”
At the same time, Mark Turner from 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.”
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