To create an immersive experience to bring F1 fans closer to the MERCEDES AMG PETRONAS Formula One Team and the sport they love.
A ground-breaking experiential activation, combining innovative spatial sound technology and Bose Wireless headphones and launched at the 2016 US Grand Prix in Austin. Using a pair of Bose QuietComfort 35 Noise-Cancelling Wireless headphones, race fans gained access to one of the most exclusive places in sport: the MERCEDES AMG PETRONAS garage, during the final moments before the cars go out onto the track.
Nearly 4,000 fans attended the venue in downtown Austin over the course of race week, to feel what it was really like to be inside the MERCEDES AMG PETRONAS garage, and over 1.2m people viewed the subsequent video content via social.
The feedback was phenomenal. Even people who spend their whole lives in an F1 garage were blown away by the authenticity of the experience.
Drivers Lewis Hamilton and Nico Rosberg, were even fans - frankly if they think it’s cool, then who are we to argue…