Solution

There’s a huge cross-over between gamers and F1 fans, so our strategy centered upon merging the best of both worlds into an esports broadcast package as slick and impactful as any F1 show. 

Our strategic review further concluded that YouTube should be the hero channel that anchored the entire strategy.  

Hence we created a long-form show format designed so that each segment could be repurposed as standalone content for wider distribution on YouTube and other social channels.

Fronted by charismatic presenter Shay Thompson, the monthly show featured a lively mix of F1 driving stars, (“Hello Lando Norris”), esport racing talent, and famed influencers and shoutcasters from the sim racing scene. 

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The flexible ‘magazine show’ format enabled us to feed other channels with a regular feed of platform-suitable content: 

• The competitive challenges produced nail-biting tension and laugh-out-loud moments to burn. 

• Our Forza Motorsport Sim Racing School enhanced credibility with hardcore fans - think tire management strategies or how to overtake at Monaco.

• And there were always shareable soundbites to clip from our regular contributors and guest stars.

Best of all, McLaren’s commitment to esports and its brand partners could be emphasized as we were granted exclusive access to team members, plus behind-the-scenes broadcast opportunities from the McLaren Technology Centre and F1 race weekends.