I was at McLaren's Miami show run yesterday. Standing a few feet from Senna's MP4/4, the F1 fan in me was born again. Walking through it, the biggest question was: what does something like this actually cost to put together? Who's invovled to put it all together? For context: McLaren shut down a street in Miami, shipped historic cars across the Atlantic, and ran them in front of thousands of people - all outside of a race weekend. Red Bull, Ferrari and Mercedes have done this before. The commercial mechanics behind these heritage activations are more interesting to me. I saw all the brands in the space and how they interact with fans on a 1-1 basis. I'm starting to look into it: → What does it cost to ship, insure, and run a car worth eight figures? → Who's paying - the team, a sponsor, the city? → What does the team actually get out of it beyond brand visibility? → How do the sponsors involved justify the spend? → And why heritage cars specifically, instead of current-season liveries? Alongside the usual fan service, I am sure there is an army of a team to get this shipped. Beyond earned media, what else does McLaren stand to gain from this? If you've worked on one of these activations - or know what actually goes into producing them I'd love to hear from you. Subscribe to TCT as I go deeper into the commercial mechanics of topics like this: https://lnkd.in/gCqNhzqU
They can not use new cars and it would destroy the car's value to put Papaya colours on the MP4-4. For some it is their first experience with F1 live, for others it is a return to car(s) you fell in love with. For others it is actually see the real driver like Mika Hakkinen on your clip. It is like when a football fan is honored to see the boots that a player might shot the championship winning goal.
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Great to see from a fans perspective 🏎️🏁🟠
This analysis of event strategy is valuable.
Nirupam Singh this is great.
Commenting for my network, Nirupam.