Formula 1 McLaren McLaren Racing Medallia NFTs

McLaren Racing Creates The McLaren Racing Collective NFTs

By Community | October 21, 2021

McLaren Racing today announced the creation of the McLaren Racing Collective, a global community of collectors and fans served through an innovative digital platform, where fans can buy McLaren Racing digital collectables in the form of non-fungible tokens (NFTs).

The platform will be McLaren Racing’s primary location to allow fans and blockchain enthusiasts alike to engage with the brand, with the first drop featuring different digital components of the MCL35M 2021 Formula 1 race cars, originated from the McLaren Racing CAD system.

The initial digital components will be gifted free to fans who join the McLaren Racing Collective platform. From there, fans can collect one or multiple components as they are released in an experience which enables fans to accumulate all 22 available components and assemble the full digital MCL35M race car. The collectables will be released in five stages, with the first four components available on Sunday 24 October.

The McLaren Racing Collective is operated on the energy-efficient blockchain of the team’s Official Technical Partner, Tezos, who are collaborating with McLaren to create the limited digital assets so that fans can connect directly with the brand.

The first person to complete a full MCL35M will win a trip to a McLaren Formula 1 VIP race weekend experience in 2022. The inaugural drop will be the first of many NFT drops and campaigns as McLaren Racing integrates this pioneering marketplace into its long-term fan engagement strategy. 

Lindsey Eckhouse, Director, Licensing, ecommerce and esports, McLaren Racing, said: 

“We are excited to launch the McLaren Racing Collective, which will help us engage our fans in an innovative new space. Collaborating with our partner Tezos, we are creating new ways to evolve our fan experience through a bespoke McLaren Racing digital collectable marketplace.

“The first NFT drop heroes our papaya-liveried MCL35M F1 car. This will give our fans a fantastic opportunity to collect and see each component from every angle while allowing them to win incredible experiences and prizes.” 

McLaren Racing has also announced Medallia as the Official Feedback Partner for the McLaren Formula 1 team

Medallia, the global leader in customer and employee experience, will be the Official Feedback Partner for the McLaren Formula 1 team for the 2021 US Grand Prix this weekend. 

As Official Feedback Partner, Medallia brings its expertise in capturing customer and employee insights for the team. Launching this week at the US Grand Prix, the partnership with Medallia will provide McLaren with a suite of solutions to capture feedback from fans and team members.

Medallia’s award-winning SaaS platform, the Medallia Experience Cloud, leads the market in the understanding and management of experience for customers and team members. Medallia captures feedback created on daily interactions in person, with call centres, digital channels, over video and social media, and even IoT interactions. Applying proprietary AI technology, Medallia reveals personalized and predictive insights that can drive action with tremendous business results.

The Medallia brand will be represented on the McLaren MCL35M race cars for the US GP, and then on the rear wing of the race cars and pit crew helmets from the 2022 season. 

Zak Brown, CEO, McLaren Racing said: 

“We are delighted to announce our partnership with Medallia ahead of the US Grand Prix. This partnership brings a high level of expertise to our knowledge of our fans and our people at McLaren Racing. Our fans and people are two vital elements of our team and having a partner that can assist in refining these experiences will continue to improve how we serves our growing fan base and help us improve our culture.”

Leslie Stretch, President and CEO, Medallia said:

“McLaren has pushed the boundaries of racing and technology since 1963. We are proud to support the team as the Official Feedback Partner of McLaren Racing and to help them capture insights and deliver world-class racing experiences.” 

Formula 1 McLaren McLaren Racing Medallia NFTs