McLaren F1 Team
McLaren Racing 23/23
For the 2023 F1 season McLaren launched a series of free collectibles which celebrated each of the races by utilising the landmarks and their own iconic brand IP. Over the course of the season fans came back again and again to collect The McLaren Racing 23/23 Collectibles with over 2.8M owned at the end of the year.
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McLaren F1 Team
McLaren Racing 23/23
For the 2023 F1 season McLaren launched a series of free collectibles which celebrated each of the races by utilising the landmarks and their own iconic brand IP. Over the course of the season fans came back again and again to collect The McLaren Racing 23/23 Collectibles with over 2.8M owned at the end of the year.
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McLaren F1 Team
McLaren Racing 23/23
For the 2023 F1 season McLaren launched a series of free collectibles which celebrated each of the races by utilising the landmarks and their own iconic brand IP. Over the course of the season fans came back again and again to collect The McLaren Racing 23/23 Collectibles with over 2.8M owned at the end of the year.
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McLaren F1 Team
McLaren Racing 23/23
For the 2023 F1 season McLaren launched a series of free collectibles which celebrated each of the races by utilising the landmarks and their own iconic brand IP. Over the course of the season fans came back again and again to collect The McLaren Racing 23/23 Collectibles with over 2.8M owned at the end of the year.
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2.8M
Claims throughout the season
600K
Unique owners
243%
Activity boost in the Discord channel
2.8M
Claims throughout the season
600K
Unique owners
243%
Activity boost in the Discord channel
2.8M
Claims throughout the season
600K
Unique owners
243%
Activity boost in the Discord channel
2.8M
Claims throughout the season
600K
Unique owners
243%
Activity boost in the Discord channel
01
Strategy overview
The aim for this project was to drive mass engagement and onboard McLaren fans to the McLaren Web3 community whilst also driving repeat behavior. Alongside this it was important to offer the fans something that they wanted to own and that made them feel a part of the action wherever they were in the world.
The focus therefore was reducing any barriers to entry for the fan as well as creating compelling and fun creative all backed by a seamless user experience.
01
Strategy overview
The aim for this project was to drive mass engagement and onboard McLaren fans to the McLaren Web3 community whilst also driving repeat behavior. Alongside this it was important to offer the fans something that they wanted to own and that made them feel a part of the action wherever they were in the world.
The focus therefore was reducing any barriers to entry for the fan as well as creating compelling and fun creative all backed by a seamless user experience.
01
Strategy overview
The aim for this project was to drive mass engagement and onboard McLaren fans to the McLaren Web3 community whilst also driving repeat behavior. Alongside this it was important to offer the fans something that they wanted to own and that made them feel a part of the action wherever they were in the world.
The focus therefore was reducing any barriers to entry for the fan as well as creating compelling and fun creative all backed by a seamless user experience.
01
Strategy overview
The aim for this project was to drive mass engagement and onboard McLaren fans to the McLaren Web3 community whilst also driving repeat behavior. Alongside this it was important to offer the fans something that they wanted to own and that made them feel a part of the action wherever they were in the world.
The focus therefore was reducing any barriers to entry for the fan as well as creating compelling and fun creative all backed by a seamless user experience.
02
Reducing barriers to entry
Free to claim - by making it free for all fans there was no exclusion and everyone could take part.
Web2 feel - although built on Web3 technology it was key for it to feel easy and normal for the majority of fans who were new to Web3.
Uncapped and Time Bound - allowed fans wherever they were in the world to collect over the race weekend without worrying about time zone or the drop ‘selling’ out.
02
Reducing barriers to entry
Free to claim - by making it free for all fans there was no exclusion and everyone could take part.
Web2 feel - although built on Web3 technology it was key for it to feel easy and normal for the majority of fans who were new to Web3.
Uncapped and Time Bound - allowed fans wherever they were in the world to collect over the race weekend without worrying about time zone or the drop ‘selling’ out.
02
Reducing barriers to entry
Free to claim - by making it free for all fans there was no exclusion and everyone could take part.
Web2 feel - although built on Web3 technology it was key for it to feel easy and normal for the majority of fans who were new to Web3.
Uncapped and Time Bound - allowed fans wherever they were in the world to collect over the race weekend without worrying about time zone or the drop ‘selling’ out.
02
Reducing barriers to entry
Free to claim - by making it free for all fans there was no exclusion and everyone could take part.
Web2 feel - although built on Web3 technology it was key for it to feel easy and normal for the majority of fans who were new to Web3.
Uncapped and Time Bound - allowed fans wherever they were in the world to collect over the race weekend without worrying about time zone or the drop ‘selling’ out.
03
Creating repeat behaviour
With 23 races it was key the fans wanted to come back week on week to collect therefore the creative had to be compelling and the whole experience exciting.
Creatively:
Cool look and feel which echoed an old racing poster
Incorporated the McLaren brand IP making it feel premium
Embedded easter eggs for fans to uncover
Captured the feel of the race location through colours and landmarks
Technically:
Available for a limited time period to drive urgency to collect
A reveal functionality created anticipation, the collectible was revealed after claiming
03
Creating repeat behaviour
With 23 races it was key the fans wanted to come back week on week to collect therefore the creative had to be compelling and the whole experience exciting.
Creatively:
Cool look and feel which echoed an old racing poster
Incorporated the McLaren brand IP making it feel premium
Embedded easter eggs for fans to uncover
Captured the feel of the race location through colours and landmarks
Technically:
Available for a limited time period to drive urgency to collect
A reveal functionality created anticipation, the collectible was revealed after claiming
03
Creating repeat behaviour
With 23 races it was key the fans wanted to come back week on week to collect therefore the creative had to be compelling and the whole experience exciting.
Creatively:
Cool look and feel which echoed an old racing poster
Incorporated the McLaren brand IP making it feel premium
Embedded easter eggs for fans to uncover
Captured the feel of the race location through colours and landmarks
Technically:
Available for a limited time period to drive urgency to collect
A reveal functionality created anticipation, the collectible was revealed after claiming
03
Creating repeat behaviour
With 23 races it was key the fans wanted to come back week on week to collect therefore the creative had to be compelling and the whole experience exciting.
Creatively:
Cool look and feel which echoed an old racing poster
Incorporated the McLaren brand IP making it feel premium
Embedded easter eggs for fans to uncover
Captured the feel of the race location through colours and landmarks
Technically:
Available for a limited time period to drive urgency to collect
A reveal functionality created anticipation, the collectible was revealed after claiming
04
Continued engagement
Using gamification backed by real world incentives fans were encouraged to collect and trade throughout the season. By holding the collectibles fans could unlock prizes throughout the season.
Holders of all tokens at the end of the season were entered into a raffle for the ultimate race experience, with the top prize being for you and a guest to attend a race the following year, other prizes included signed physical race posters from one of the drivers or a virtual meet and greet with Zak Brown.
04
Continued engagement
Using gamification backed by real world incentives fans were encouraged to collect and trade throughout the season. By holding the collectibles fans could unlock prizes throughout the season.
Holders of all tokens at the end of the season were entered into a raffle for the ultimate race experience, with the top prize being for you and a guest to attend a race the following year, other prizes included signed physical race posters from one of the drivers or a virtual meet and greet with Zak Brown.
04
Continued engagement
Using gamification backed by real world incentives fans were encouraged to collect and trade throughout the season. By holding the collectibles fans could unlock prizes throughout the season.
Holders of all tokens at the end of the season were entered into a raffle for the ultimate race experience, with the top prize being for you and a guest to attend a race the following year, other prizes included signed physical race posters from one of the drivers or a virtual meet and greet with Zak Brown.
04
Continued engagement
Using gamification backed by real world incentives fans were encouraged to collect and trade throughout the season. By holding the collectibles fans could unlock prizes throughout the season.
Holders of all tokens at the end of the season were entered into a raffle for the ultimate race experience, with the top prize being for you and a guest to attend a race the following year, other prizes included signed physical race posters from one of the drivers or a virtual meet and greet with Zak Brown.
05
Key take outs and learnings
Slick and seamless journey which felt native to a Web2 user was key
Strong creative which appealed to the audience.
Free to claim but within a time bound period drove excitement and a fear of missing out.
Incentivising fans to collect helped continued engagement over a long season even if results on track were varied
Community involvement and an active discord channel helped adoption of the drop and was an effective marketing tool
05
Key take outs and learnings
Slick and seamless journey which felt native to a Web2 user was key
Strong creative which appealed to the audience.
Free to claim but within a time bound period drove excitement and a fear of missing out.
Incentivising fans to collect helped continued engagement over a long season even if results on track were varied
Community involvement and an active discord channel helped adoption of the drop and was an effective marketing tool
05
Key take outs and learnings
Slick and seamless journey which felt native to a Web2 user was key
Strong creative which appealed to the audience.
Free to claim but within a time bound period drove excitement and a fear of missing out.
Incentivising fans to collect helped continued engagement over a long season even if results on track were varied
Community involvement and an active discord channel helped adoption of the drop and was an effective marketing tool
05
Key take outs and learnings
Slick and seamless journey which felt native to a Web2 user was key
Strong creative which appealed to the audience.
Free to claim but within a time bound period drove excitement and a fear of missing out.
Incentivising fans to collect helped continued engagement over a long season even if results on track were varied
Community involvement and an active discord channel helped adoption of the drop and was an effective marketing tool
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By submitting, you agree to our privacy policy and may receive follow-up emails.
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Get in contact with our team and register your interest in Kanvas, your brands journey starts here.
By submitting, you agree to our privacy policy and may receive follow-up emails.
Start your journey
Get in contact with our team and register your interest in Kanvas, your brands journey starts here.
By submitting, you agree to our privacy policy and may receive follow-up emails.