- Mercedes-AMG PETRONAS F1 Team

Context

In collaboration with the Team, Snapdragon developed an immersive virtual reality garage tour, powered by cutting-edge Qualcomm technology. This state-of-the-art experience was first launched at the Team’s inaugural Las Vegas Club hospitality in 2023 and was further enhanced with new features and updates in 2024.

Activation Overview

The virtual garage tour was set in a fully integrated space within Team’s Club hospitalities, allowing multiple guests at a time to take part in the experience. Guests were each given a Meta Quest headset to go behind-the-scenes of the Mercedes-AMG PETRONAS F1 Team garage and experience an abundance of insights to explore and enjoy at their own pace.

The in-depth visuals of the car and garage intended to provide learning opportunities for the guests to understand the inner workings of the W14 and W15 cars, as well as the environment the Team works in during a race weekend. Both team drivers were featured in the tour in 3D, bringing the experience to life. Toto Wolff and James Allison delivered additional insights in the form of video content within the VR space.

Objectives

The aim of this activation was to leverage Snapdragon technologies in demystifying the inner workings of an F1 Team garage. The experience was uniquely crafted to bring wider audiences close to action, whilst also enhancing awareness of Snapdragon as a global consumer brand. Delivering experiences across some of the biggest races in North America has helped reinforce Snapdragon’s presence in its home market of the US.

Outcomes

VR garage tours were attended by hundreds of guests across the Miami and Las Vegas Grand Prix with overwhelmingly positive feedback. More guests than ever got access to the unique “money can’t buy experience” of being up close and personal in a Formula 1 Team’s garage, delivering on much sought-after access to sports’ behind-the-scenes content. By popular demand, the Team also integrated the experience across merchandise pop-up boutiques in 2024, where it was attended by fans all over the US and Canada.

Guest Feedback

“Incredibly informative, especially the aero demonstration, I learned so much!”

“Great that this is self-guided, so you can spend as much time as you want in certain areas. There is so much information that you can digest at your own pace.”

“Perfect mix of information and 360 content.”

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