After an unremarkable first year sponsoring McLaren Indycar, Vuse wanted to crank up the program. I devised a proposal to launch a competition and have race fans design the livery for one of the cars at a signature race.
McLAREN DESIGN COMPETITION
The resulting program garnered the highest engagement in company history with approx. 1k entries and over three billion impressions. I also introduced streetwear brand Undefeated as an additional design partner.
A custom web experience was designed and built to allow people to easily create a livery from predetermined elements enabling millions of options
WELCOME TO THE VUSE DESIGN CHALLENGE
Congratulations. You’ve taken the first step towards designing the livery of the 2021 IndyCar series Arrow McLaren SP which could be featured on the track August 8 in Nashville, TN. Within the zipped folder you will find a .PNG and layered .PSD file both containing the surface area of the car broken into four main sections as shown here.
Simply open one of the files in your preferred design software, create your masterpiece, save it as a .PNG and upload it using the design guru option of the design competition submission section.
Please do not change the pixel size of the artwork file as it will not map back on to the car properly.
Remember, you can upload as many times as you like to test how your design looks on the car but you can only submit a design once so make sure you are 100% satisfied with your design before you commit to the submit. Good luck!
For those with design abilities there was also an option to download a flat file of the cars ‘skin’ to create and reupload a unique custom design
A social media campaign helped promote both the competition and the voting mechanics to help determine the winner.
And the winner is… Vuse
A recap of the Vuse | McLaren 2021 program and its results. Vuse became the No. 1 brand in it’s category shortly after this in early 2022.
The program has subsequently been extended into Formula 1 for multiple years with the European BAT team
UNDEFEATED - THE ULTIMATE RIDE
As a follow-up to the first years partnership with Undefeated, they were asked to design liveries for the Indy 500 series AND a one-of-a-kind McLaren GT road car.
The McLaren GT car formed part of a give away competition called the Ultimate Ride between Vuse, McLaren and Undefeated.
