McLaren F1 create Roblox fan experience to celebrate car launch

  • McLaren’s headquarters built into Roblox
  • Digital collectibles and driver avatar bundles offered for fans

Formula One’s McLaren Racing have revealed their new MCL36 car for the 2022 season via the Roblox video game.

The metaverse activation is a first for a Formula One team and took place simultaneously alongside the real-world reveal with drivers Lando Norris and Daniel Ricciardo.

The car reveal was part of a broader McLaren roll out with Roblox that also includes a fan-orientated space, known as the ‘McLaren F1 Racing Experience’. Using the platform, fans can race a virtual MCL36 car via a number of Roblox’s in-game experiences, including the ‘Driving Simulator’, ‘Jailbreak’ and ‘Ultimate Driving’.

Fans will also be able to explore a digital recreation of the team’s headquarters – known as the McLaren Technology Centre – as well as purchasing official McLaren items within Roblox, including avatar bundles featuring the Formula One outfit’s drivers.

“We are thrilled that fans across the globe can access our new race car launch like never before,” said Lindsey Eckhouse, director of licensing, ecommerce and esports at McLaren Racing.

“Roblox’s technology has enabled an inclusive, immersive experience which complements our physical launch event, giving people a unique and incredible moment to drive the MCL36 before even our drivers, and share the moment with their friends.”

Christina Wootton, vice president of global brand partnerships at Roblox, added: “We’re really proud of the creative ways brands are authentically coming onto the platform and connecting with our community.

“McLaren is a shining example of how brands can push the boundaries and unveil their products to a global audience. This is the first Formula One brand to unveil their racer through an immersive experience that’s available to millions of people at once.”

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