Capitalise on VELO’s role as principal partner of McLaren Racing with a unique activation at its home grand prix geared to growing VELO’s owned channels and engaging fans on McLaren Racing channels.
VELO Sonic Circuit
Fusing the worlds of music and motorsport to deliver an epic DJ set premiering on YouTube following the British Grand Prix.
Challenge
Inspiration
Create an epic virtual afterparty following the British Grand Prix, the home race for the McLaren Racing team and a major event on the sporting calendar, while putting VELO’s growing involvement in club entertainment in the spotlight.
Solution
Concepted and produced in-house by Prism Create, VELO Sonic Circuit was the official afterparty for McLaren HomeFest, the team’s virtual fan festival. It featured a set from British DJ Wilkinson filmed against an iconic London skyline backdrop. The Sonic Circuit performance was supported by a series of social content distributed across VELO, McLaren Racing and Wilkinson’s channels. This included a hero film speaking with Wilkinson about the British music scene and his excitement about his upcoming VELO Sonic Circuit set.
Growth
Sonic Circuit was VELO’s most successful music performance on YouTube to date. During the campaign, the VELO Global YouTube channel grew its subscriber base by 12%. Nine out of 10 performance viewers were new to the channel.
Livestream
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