Michelob Ultra has unveiled an exciting virtual racing event called Lap of Legends, in celebration of its brand partnership with Formula 1 team Williams Racing. This innovative event uses advanced technology, including artificial intelligence and augmented reality, to bring together past and present Formula 1 champions in a thrilling virtual race.
In the Lap of Legends, one current Formula 1 driver will go head-to-head against virtual representations of seven former Williams Racing champions from different eras. The race consists of 16 laps, and through extensive analysis of racing footage and historical data, Michelob Ultra and Williams Racing have recreated the unique driving styles, techniques, and strategies of these legendary drivers.
Among the virtual champions featured in this extraordinary race are Mario Andretti, Jenson Button, and Jacques Villeneuve. The result is an exhilarating one-hour TV special, set to debut in spring 2024, which will be aired on multiple networks globally, including AMC, BBC America, and The Roku Channel in the United States.
This groundbreaking event is being hailed as the first-ever real versus virtual race, and Michelob Ultra is utilizing technology to elevate the storytelling experience. The Vice President of Marketing at Michelob Ultra, Ricardo Marques, expressed his excitement about the project, stating, We’re once again using technology in service of great storytelling.
Michelob Ultra has a history of incorporating sports and fitness into its marketing campaigns, and this virtual racing event with Williams Racing is another example of their commitment to these themes. Earlier this year, the brand collaborated with Instacart for a campaign during the NFL playoffs. The campaign featured women’s soccer star Alex Morgan and former NFL quarterback Tony Romo and marked the first shoppable ad by Anheuser-Busch.
With the upcoming Lap of Legends event, Michelob Ultra continues to push the boundaries of technology and creativity. By merging past and present champions in a virtual race, they have created an immersive experience for Formula 1 enthusiasts around the world. As the event unfolds, viewers will witness the clash of racing legends, each showcasing their skills in the ultimate test of speed, strategy, and precision.
This unique convergence of technology, sports, and storytelling promises to captivate audiences globally. From fans of Formula 1 to those interested in innovative uses of technology, the Lap of Legends is set to deliver a thrilling and unforgettable spectacle. Stay tuned for the spring of 2024 when the virtual race takes place, as the world eagerly awaits this groundbreaking event.
