Leaderboard Design Overview
Our goal was to bring the AMG racing experience to Pebble Beach in a fun, inviting, and innovative way. We created an exact replica Laguna Seca slot car track at Pebble Beach Concours d’Elegance celebrating Mecedes-Benz AMG’s 50th Anniversary. This wasn’t any old slot car track. Every vehicle and corner of the track was being dynamically recorded and reported to the digital leadboard. Racers and fans could follow along and see racers names, vehicle avatars, dynamic speed, lane number, lap number, and fastest lap.
Racer Registration App Overview
Before racing in the AMG 50, guests were able to create their racing name, select a vehicle avatar, and pick a time and day to race. We would notify them via email and/or text message when it was their turn to race. Their data would dynamically cue up in the leaderboard and AMG 50 racing experience.
AMG 50 Poster Creator
Guests were able to create a commemorative AMG 50 racing poster to remember their experience. By entering their email, their vehicle avatar, racer name, and race time would dynamically populate in the tower. From their, guests could edit all elements of the poster - color, textures, vehicles, text, you name it. Guests could email themselves a print-ready version and digital version of the poster when complete.
AMG 50 Timeline + Vehicle Experiences
Guests could experience the rich history of Mercedes-Benz AMG through the last 50 years told through innovation, performance, luxury, lifestyle, and design. Additionally, we had experience towers dedicated to learning about the vehicles in the space and the reveal AMG F1 Drivetrain.
Prior to the event, we built awareness through an email marketing campaign, microsite, and registration platform.