Tag Archives: Pirelli

Pirelli and Circuit of The Americas Partner to Take F1 on a US Tour


Ferrari three seater


Circuit of The Americas and Pirelli have announced a partnership in a press release today to bring different Formula 1 experiences around the country to promote the upcoming race in November:

Together the two companies have laid out an extensive campaign this year to promote the inaugural 2012 FORMULA 1 UNITED STATES GRAND PRIX™ to fans throughout North America. Some of the initiatives fans can look forward to this year include an interactive show car display in different locations around the country, the recently announced Pirelli GP Challenge powered by SPEED TV and the exclusive Formula GP Experience.

These include an F1 show car tour, which will include a Lotus F1 chassis like that seen at the New York International Auto Show earlier this year as well as a driving simulator in several cities across the US:

Circuit of The Americas and Pirelli will be hosting an F1 Show Car Tour throughout the country this year, with stops throughout Texas in June and July. The display will allow for public viewing of a Lotus F1 show car and a driving simulator experience for fans. This tour will include an F1 car on display in iconic spots around the country and in the state of Texas. Some of these stops include Montreal Crescent Street, the Monterey Classic Car Show in Pebble Beach, Denver, Chicago, Phoenix, Houston, Dallas, Austin, Cleveland and South Florida. One stop in particular is the recently announced Formula Expo in Austin, Texas June 16-17, 2012. Formula Expo will feature over 120,000 square feet of exhibits and demonstrations from top Formula 1™ teams, as well as the companies creating the sport’s groundbreaking technology, and it will offer the opportunity to meet some of the F1 drivers. Other locations of the show car display will be released in the coming months.

Already in progress is the Pirelli GP Challenge, an online fantasy league for the 2012 season, but there’s more . . .

Circuit of The Americas and Pirelli will also host the Formula GP Experience, the only Formula One™ riding experience for fans in North America. This will serve as the ultimate in F1 experiences and will allow racing fans to ride alongside an F1™ driver inside a modified 3-seater F1 race car. Only four of these cars exist in the world, two of which will be used in Austin, Texas, at the Driveway Austin during race weekend in November.

The cars allow ardent fans the chance to experience what it’s like to be an F1 driver. The cars go from 0 to 60 miles per hour in only 1.8 seconds, and they reach top speeds of more than 220 miles per hour. Customers can expect an exciting, safe experience as they ride along with some of the most experienced drivers in the world. Formula GP Experience drivers include Derek Hill, F3000 driver and son of Phil Hill, the first US F1™ world Champion; former Indy Car Driver Eric Bachelart; current Red Bull F1 Driver Jaime Alguersuari; and former F1 drivers Paul Belmondo, Eric Van De Poele, and Tiago Monteiro.

The Formula GP Experience will begin in May with a final stop in Austin, Texas, Nov. 16-18, with pricing and registration available at formulagpexperience.com.



Filed under American F1 circuits, American F1 Events, American F1 Fans, American F1 talent

Artifical Rain Opportunities in F1


The Cahier Archive


A recent suggestion from Bernie Ecclestone that Formula 1 races should experience a bout of artificial rain is a fantastic idea – make it happen!

The official tire supplier, Pirelli, is on board, but how and when to go to the sprinklers?  Weather arrives and leaves, but usually with some warning in the form of clouds and pressure, and always without regard to who’s leading the race or who’s on which type of tire.  How do you implement the idea fairly and safely?  Sudden heavy storms?  Light drizzle? Short squall? Leave it to Charlie Whiting to turn on the taps? Who pushes the button and for how long?

The main idea behind artificial rain is to improve the show for the fans, so why not put them in charge of when the rain comes? Formula 1 fans are online and under engaged in a big way, so in the ultimate form of fan engagement, why not drive the Formula 1 audience to their mobile devices and laptops to make it rain at the track?  I cannot imagine a more engaged live TV audience immediately following a fan-induced storm, fantastic for eyeballs on the screen, and more brand exposure for sponsors.

How to engage the existing sponsor base? Aside from CFD currently used to develop Formula 1 cars, one of the world’s most computationally intensive endeavors is weather modeling.  Predicting weather patterns and events is a real world problem that drives how the world farms, travels, eats, drinks and lives. Weather touches all of our lives, so here’s a great opportunity for the sport’s technology partners like Intel to showcase work on their latest processors.

On the consumer side, there’s plenty of wet weather products that would love the exposure a guaranteed artificial rain event would provide.  Pirelli, for one, would love the idea that they could activate a media campaign for their wet weather road tires.  As for a former Toyota F1 sponsor and pressure washing equipment manufacturer Kärcher, there may just be an opportunity to demonstrate the arrival of the next Zamboni.  Everyone from wet weather clothing companies to wiper blade manufacturers would have a huge stage to demonstrate their latest products to a dry, live studio audience.

Finally, it would be great to bring a non-profit element to the sport, especially given the idea of a worldwide audience watching a precious natural resource, water, used in the name of entertainment.  The United Nations World Water Day is March 22, and one way determine when to turn on the taps at the track would be to arrange a tweet race in support of raising awareness of those in need of fresh water, in combination with a donation campaign of some sort.  Set a high water mark for donations and twitter followers during the race and you’ve got a trigger to let the rain dance begin . . . so how would you add rain to Formula 1?

1 Comment

Filed under American companies in F1, American F1 circuits, American F1 Events, American F1 Fans, brand strategy in F1, F1 and branding, F1 and business, F1 and Social Media, F1 and technology, F1 and Viral Media, United States Grand Prix, United States Grand Prix in Austin