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McLaren will run dynamically changing branding technology it describes as “a game-changer” on its cars during Friday practice for the rest of Formula 1 season, starting with this weekend’s United States Grand Prix.
McLaren has agreed a multi-year deal with British company Seamless Digital to use the technology, which allows the branding or messaging on panels next to the cockpit opening to be changed while the car is running.
Although it is being used on an experimental basis this season, initially using logos related to its Google partnership with Android branding one of those being run using the technology, it is hoped that its use can be expanded in the future and could also be deployed in McLaren’s wider racing portfolio before F1.
“We are pleased to work with Seamless Digital to debut one of the most exciting innovations in digital advertising technology,” said McLaren Racing executive director, brand & marketing, Louise McEwan.
“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.”
The system being trialled weighs around 200g in total, although this is likely to drop in future and will also vary depending on where on the car the technology is used. A version that can run on the drivers’ helmets has also been developed.
The ability to change the logos on a car dynamically will offer teams the chance to run a wider range of branding on cars during the weekend, and potentially also have certain situational messaging – for example, if the race is under safety car or while in the pits. This creates intriguing commercial possibilities and the hope is that this will create new opportunities for on-car branding in the future.
“We are delighted to be able to unveil this technology which represents the next step in the future of motorsport marketing,” said Mark Turner, founder and CEO of 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.”
