The Challenge

SAP are an official technology partner of McLaren. SAP solutions are utilised throughout the whole of the McLaren Technology Group to improve efficiency. SAP wanted a sponsorship activation that illustrated how the McLaren Formula 1 team use their technology to generate new opportunities for innovation and stay ahead of the competition.

ClientMcLarenProjectMcLaren Technology CentreTechnologyHologram, Digital Pillars, Intelligent Tables, Moverio Smart Glasses

The Solution

vStream developed a futuristic version of Mission Control, the nerve centre of the F1 team, complete with the world’s’ first life sized gesture controlled hologram. A replica Pitwall was constructed, complete with interactive applications that use gamification techniques to help tell the SAP story. The installation also included a 6ft interactive switchable glass touch wall that allowed visitors to change a glass wall into a frosted interactive touch screen with a simple gesture.

Finally visitors are invited to put on Augmented reality glasses for a real time augmented reality data demonstration. The installation was such a success that is was heralded ‘best in class’ by SAP for all their sponsorship activations, and led vStream on to work with the company on many other innovation-led activations, including Super Bowl 50.

Mission Control Website

Motor racing fans unable to attend the McLaren Centre of Excellence are able to interact with the digital content via the bespoke Mission Control website. Fans can log into the site and gain access to exclusive interactive content. The website uses vStream’s ‘clickable video’ platform. Users are rewarded for their engagement; points are awarded for watching videos, sharing content and engaging in interactive quizzes. Throughout the season fans will have the opportunity to win prizes by building up their total points. The most active fans will be in with a chance to win an exclusive tour of the McLaren Technology Centre at the end of the season.

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