IN A YEAR OF BRITISH PATRIOTIC SPLENDOUR, TWO F1™ WORLD CHAMPIONS OFFER FANS AN INTIMATE LOOK AT THE SPORT AND LIFESTYLE OF FORMULA ONE RACING
16th July 2012
As part of the “Step Inside the Circuit” global campaign for the JOHNNIE WALKER™ sponsorship of the Vodafone McLaren Mercedes F1™ Team, a series of branded content videos was developed to showcase the unseen side of F1™, giving race fans exclusive access to this stylish and sophisticated world, both on and off the track. Ushered along this journey by team McLaren and two British F1™ driving icons, Lewis Hamilton and Jenson Button, fans will begiven a direct line into some of the most famous and exciting race locations in the Grand Prix calendar.
Shot over the race weekend, these original documentary style films provide an amazing insight into the life of the drivers and teams around the pageantry that are the F1 races along the tour. The last episode on Silverstone available on http://www.jwstepinside.com stood out as it took a look back at the racing legends that left their mark on the British racing scene and the drivers themselveswhile examining their states of mind as the collective expectations of a country in celebration rests on their shoulders.
Ewan Topping, JOHNNIE WALKER™ Global Sponsorship Manager shared, “We are in our second highly successful year of the “Step Inside the Circuit” campaign and are extremely thrilled about being able to offer F1™ fans an experience usually reserved for the privileged few. JOHNNIE WALKER™ is always looking for new and innovative ways to bring its consumers closer to the action and to their role models and we are excited about being able to showcase the races with the backdrop of other sporting and cultural milestones across the world this year.”
In order to create compelling episodes with the distinctive JOHNNIE WALKER™ treatment, Grant Hunter, Regional Creative Director, APAC, iris Worldwide explained, “To generate quality branded content that’s topical you have to reinvent your working method and agency structure. In 2012 we have streamlined our approval processes yet again to produce the episodes in just 72 hours. The response from broadcasters around the globe has been staggering as the episodes have run as programming content on the Saturday before the race in 120 countries. This is just the first episode of seven this season as we invite the world to “Step Inside The Circuit” with JOHNNIE WALKER™.”
As with each of the episodes launched, JOHNNIE WALKER™ has added exciting features and audience engagement tools via its facebook page at www.facebook.com/JohnnieWalker where fans can stay updated on driver standings and view the other episodes.