Lenovo x F1 Race to Create
Activating sponsorships isn’t about logos on cars; it’s about creating moments fans own. As Formula 1’s technology partner, Lenovo shifted gears, putting fans in the driver’s seat as co-creators and making community and tech-driven creativity the true engine of the #RaceToCreate campaign. It wasn’t about Lenovo just showing up; it was about letting fan ideas lead the race.
The magic
A world-first projection was the driving force of this competition-based campaign. Fans were invited to design their own custom AI Formula 1 livery using a catalogue of colours, patterns and themes. Every livery unlocked a unique AR experience and a shareable racing video, that bought the digital designs to life. The lucky winners of the design competition watched London’s iconic Walkie Talkie building light up with their designs and their names blazing across the skyline, visible for miles.
To supercharge the spectacle, an exclusive influencer event generated further social content with liveries designed by DJ Roman Kemp, Formula 1 presenter Natalie Pinkham, and more. The high-visibility moment extended the brand’s reach and impact beyond the circuit.
The measurement
The multi-format campaign was hugely successful, gaining over 6K livery design sessions, coverage that earned 176 million combined viewership, and over 13 million social impressions through influencer created content.
