The McLaren Formula One team are set to run Seamless Digital's dynamic branding technology at every event during the 2023 season.
Confirmed:
- Technology was initially trialled at last year's US Grand Prix
- Displays will be used for Google Chrome partnership
Context: The technology was introduced at last year's United States Grand Prix, but it could only be used during free practice sessions due to the additional weight it added to the car. However, it has now been cleared for use in all sessions for the 2023 session. The displays will rotate through different branding options for Google Chrome.
Comment:
A pioneering collaboration with Seamless Digital which brings the latest methods of digital advertising to life – the ability to dynamically change branding on Formula 1 cars across a race weekend, a first in the series. ��
Learn more about how this has been brought to life. ��
— McLaren (@McLarenF1) October 20, 2022
Coming next: This weekend's Bahrain Grand Prix on 5th March will mark the first time the technology has been used in a Formula One race.