McLaren will trial the use of digital stickers on the side of their cars during the final four practice sessions of the 2022 season. The advertising concept was announced as part of their new agreement with Seamless Digital, and sees the team running a two-display system around the cockpit of the MCL36 which can switch logos of a sponsor on demand. The display panel weights just 190g and blends into the bodywork with the ability to be changed lap-by-lap or based on inputs from the car such as DRS activation, pitstops, and achieving fastest laps. Louise McEwen, Executive Director, Brand & Marketing, McLaren Racing, said: “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.”
Mark Turner, Founder and CEO, Seamless Digital, believes this is just the beginning of dynamic adverts making their way onto race cars and sees the partnership with McLaren as a great opportunity to showcase the technology. He added: “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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