Red Bull Racing: AR Magic Mirror
Getting Closer to the Stars of F1
Red Bull Racing is one of the most popular F1 teams on the planet, with legions of fans cheering them on at every race. Every one of those die-hard supporters would do anything for the chance to line up with Red Bull's iconic team, but sadly that experience is off limits for all but the luckiest few.
ARCADE teamed up with leading global sports & entertainment agency CSM to offer the next best thing. In fan zones at multiple races across the calendar, a new installation gives fans the opportunity to stand front and centre as the pit crew, Team Principal Christian Horner and of course drivers Max Verstappen and Sergio Perez emerge to celebrate their latest victory.
Everyone's A Winner
The experience uses a large touchscreen within a branded encasement which, along with a camera, allows the fan to see themselves - either on their own or with a small group of friends - within the fan zone. After entering their details, the Red Bull Racing garage appears and the RBR team begin to walk into view from both sides, waving and pointing at the user.
After a short countdown, they all cheer together and the souvenir photo is taken. The fan is able to scan a dynamically-generated QR code on their own device to view and save their photo, ready to share with envious friends.
Personalised Fan Experience
The RBR team members were filmed individually against a green screen, with the final composition combined and optimised to provide the perfect illusion of the team genuinely gathering around the fan. In addition, fans are able to personalise their experience by adding their own chosen 'driver abbreviation' and national flag to the pit board held by Calum, one of the Red Bull pit crew who has become well known for his prominent appearances in Netflix's Drive to Survive.
The RBR magic mirror launched ahead of the Dutch GP in 2022 and has been a fixture in the fan zone ever since.
Immersive activations can take so many different forms, and examples like this, which allow users a 'hands free' experience, can offer such a powerful yet highly accessible experience - we absolutely love them, and so do the fans!
