CREATING UNFORGETTABLE EXPERIENCES
Right Formula first worked with Pirelli to launch the new F1™ Pirelli Hot Laps project back in 2018, and continue to deliver the activation to this day.
Introduced as a consumer engagement activity, the project was executed within one month for operation at 10 Grand Prix’s across the year. Managed by a dedicated Right Formula team at each race, the activation 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.
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