Draw the McLaren suits with Hugo Boss
The most observant will have noticed that, since the start of the season, Lewis Hamilton and Jenson Button wear special suits on Saturdays. This is the result of an interactive marketing operation conducted with their partner Hugo Boss.
The two companies know each other well as they celebrated the 30th anniversary of their partnership at last year’s Monaco Grand Prix, which is a record for the longest sponsorship contract. While it is easy to use the drivers as luxury figureheads during non-sporting activities, the German brand could only display its logo on the team’s drivers’ suits.
If it has still not ventured into the production of racing suits (McLaren’s are made by Sparco), the company has found an ingenious way to have an impact on the outfits of Lewis Hamilton and Jenson Button while strengthening its communication with fans and increasing traffic on its website and Facebook page.
She has therefore set up a configurator that allows fans to design the suits worn by the two world champions during the free practice sessions on Saturday morning as well as in qualifying. To strengthen the local connection of the operation, this contest is only open to nationals of the race’s host country. Thus, the suit for the Canadian Grand Prix can only be designed by Canadians. As you may have guessed, this game does not concern the French, who no longer have a national event.
At stake for the winner are two complimentary tickets in the stands as well as coverage of the airfare and hotel expenses to attend the race. For the World Championship final at Interlagos, the two drivers will wear throughout the weekend the suit that received the most votes in a poll to elect the most beautiful suit used during the season’s races.
With the participation of RacingBusiness.fr
