The Mika Häkkinen experience is the latest activity in VELO and The McLaren F1 Team's Love the Unexpected content series which has placed motorsport fans in pole position, diving into the unexpected world of fans and uncovering their unique stories. We look forward to continuing to put our fans at the heart of the Love the Unexpected campaign, while embracing new and ground-breaking possibilities with VELO." In collaboration with our partner VELO, we can now offer our fans unique access to McLaren legend Mika Häkkinen through this exciting conversational technology. We are fortunate to have a passionate fanbase spread around the globe, and we are always exploring innovative new ways to connect them to our brand. Louise McEwen, Executive Director, Brand and Marketing, McLaren Racing, comments: "McLaren Racing's fans are at the centre of everything we do. Fans will be able to speak to Mika Häkkinen, one-on-one through, their phone." Which is why, for the first time ever we have brought a motorsport legend to the homes of fans across the globe. At VELO we are all about the fans, the people whose passion and enthusiasm fuels F1, bringing them closer to the action to help them to engage with the sport they love. John Beasley, Global Head of Brand Building Digital & eCommerce, BAT comments: "The digital age is continually shaping the sporting landscape and we are proud that Love the Unexpected is pioneering change in motorsport. The campaign is focused on putting fans first, showcasing the fantastic ways they celebrate motorsport and looking to make F1 experiences better for all fans, not only those who can attend races. Fans are at the core of the Love the Unexpected campaign, launched last year by VELO and The McLaren F1 Team to provide wonderful opportunities for the people at the heart of the sport. The first of many ways to bring fans closer to the action, Mika's one-on-one interview opportunity is a prime example of embracing technology and looking for new ways to give fans more of what they want. ![]() What a way to speak to the fans and answer their F1 questions!" Which is why, when the Velo and The McLaren F1 Team asked me to be the first person in motorsport to be asked anything through conversational technology, I jumped at the chance. They're at the heart of motorsport and motivate the whole team to do bigger and better things each season. Mika Häkkinen, two-time Formula 1 world champion with The McLaren F1 Team, comments: "Fans have played a huge role in my driving career I'm sure all drivers would say the same. Using hours of video content and almost 100 questions where Mika talks about his Formula 1 career and his time with The McLaren Formula 1 Team, the technology offers interviewers an authentic insight into Mika's world. ![]() Compared to synthetic avatars, this technology blends authentic video content with machine learning and natural language processing to produce a personalised interactive video experience for every fan. ![]() Through this technology fans can dive deeper into the world they love, resulting in hyper-personalised experiences that allow them to engage in a whole new way. Mika Häkkinen has been brought to fans by In The Room, who specialises in Conversational Media that spotlights a person of note with expert knowledge, offering them the opportunity to impart their wisdom from lived experiences. This isn't a digital version of Mika it really is the two-time world champion, in the hot seat and ready to answer questions! Whether fans want to know Mika's biggest accomplishment in his racing career or how he thinks the upcoming racing season will compare to previous ones, racing enthusiasts can become their own F1 journalist by typing or asking Mika a question. Through the launch of the Mika Häkkinen led experience, VELO and The McLaren F1 Team are giving fans an experience like never before. Now, through conversational technology, VELO has made it possible to open up the exclusivity of the Paddock, giving fans the power, to take control and get behind the helmet. For years, fans have wanted to get closer to the action to ask the crucial race questions, to get behind the scenes, to speak to a driver one-on-one.
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