Right Formula worked with Pirelli to launch the new F1™ Pirelli Hot Laps project for the 2018 F1™ season. Introduced as a consumer engagement activity, the project was executed within one month for operation at 10 Grand Prix across the season. Managed by a dedicated Right Formula team at each race, the project allows invited guests to experience an exclusive passenger ride in an elite supercar driven by professional racers.
The F1™ Pirelli Hot Laps experience is operated from a bespoke garage, devised and built by Right Formula, located alongside the F1™ teams in the pit lane. Guests are able to interact with all the key brands involved in the project during their experience which includes: an exhilarating passenger ride with a professional racer, video footage of their personal Lap, briefings with product visuals from participating manufacturers, product displays, a gaming simulator and a VIP seating area overlooking the pit lane.
Consumer Engagement, Experiential