Las Vegas
Grand Prix 2024
In-store Physical and Digital F1 Experience
Introduction
“Gentlemen, start your engines!”
T-Mobile’s Las Vegas Grand Prix in-store activation transformed the T-Mobile Signature Store into the ultimate Formula 1 fan destination, putting guests directly into the driver’s seat for an unrivaled, adrenaline-fueled experience.
Designed and executed by NRG, this immersive activation brought the excitement of the Las Vegas Grand Prix to life, creating a multi-sensory journey that captivated racing enthusiasts and casual fans alike.
A VR experience, F1 ‘24 video gameplay and a remarkable F1 replica took guests inside the heart-racing sport, while a special customizable gift ensured it was an experience they won’t soon forget.
What We Did
Transformed the T-Mobile Signature Store
Buckle up! NRG brought the thrill of the race track to the Las Vegas T-Mobile store. Inspired by The Garage, Formula 1’s most exclusive hospitality venue, the store’s interior was transformed to mimic the dynamic, trackside experience. The popular activation attracted participation from guests ranging in age from ages 10 – 60+, with many making a repeat visit.
At the center of the action was a custom T-Mobile F1 car replica guests could experience in accurate detail through VR headsets. When they were ready to test their skills behind the wheel, a massive F1 ‘24 video gameplay station awaited, complete with a wall of telemetry screens and racing seats.
Off the virtual track, a pit stop featuring Beats products provided more opportunities for guests to explore. And in the custom poster station, guests could create their own souvenirs for the road. After selecting from a range of car perspectives and backgrounds, their bespoke creation was printed on the spot for instant gratification.
The Detail
- Fully customized and wrapped F1 car replica hand carried up to the second floor
- Race track-like environment created for the F1 vehicle
- Worked closely with the AR team to ensure car was modeled accurately
- Gamified pitwall built into the upstairs space on playable Las Vegas F1 track
- Fully personalized poster station with over 29 different outputs
- Pit stop with booms and T-stands designed and created for the Beats display
The Impact
- Almost 900 posters customized throughout the week
- Close to 500 participants in the AR activation
- Over 3500 impressions on the second floor
- Average dwell time of 9:50
