ABOUT

As the official technology partner for Formula 1, Lenovo partnered with TBA to showcase their cutting-edge F1 sponsorship and technological innovation while attracting new fans to the sport. Located in the heart of London’s Covent Garden, we created a fan-centric, immersive Formula 1 activation featuring VR motion simulators, an AI-powered driver photo filter, and a branded F1 show car. The activation also included celebrity and influencer appearances, generating authentic content and amplifying Lenovo’s brand presence among F1 fans and new audiences.

Challenge:
To demonstrate Lenovo’s F1 partnership and technological expertise through an engaging experience that captivates both existing Formula 1 fans and newcomers, driving brand awareness, fan interaction, and social media buzz.

Solution:
TBA designed and executed a dynamic, immersive Formula 1 fan experience in London that included:

VR5 motion simulators delivering thrilling, immersive racing experiences for fans

Large LED screens and branded totems boosting visibility and event atmosphere

A branded iconic F1 show car as the centrepiece for fan engagement and photo opportunities

An AI-driven driver filter allowing fans to create personalized AI Formula 1 driver portraits

Celebrity and influencer appearances creating authentic, shareable content to extend reach

Results:

Over 16,000 visitors engaged with the activation

Average dwell time of 9 minutes 45 seconds per visitor, reflecting high engagement

Social media reach exceeding 9 million

National media coverage reaching 7.8 million people

Generated 900 AI driver portraits by fans

Over 1,100 downloads and shares of personalized AI driver content

By merging advanced technology with authentic fan experiences, Lenovo’s F1 activation successfully deepened brand connection and expanded Formula 1 fandom, positioning Lenovo as a leader in F1 technology partnerships and immersive fan engagement.