Shell gives a rare view inside the Scuderia Ferrari F1 garage using augmented reality tech

Shell has developed an augmented reality experience to take Formula 1 fans inside the Scuderia Ferrari F1 garage, as it looks to highlight its connection with racing.

Shell: augmented reality enables viewers to step inside the Ferrari F1 garage
Shell: augmented reality enables viewers to step inside the Ferrari F1 garage

The app enables the viewer to look inside the private garage and to click on features that expand to give facts about the Ferrari and how it is prepared in the run up to races.

It also enables users to 'step out' into the pit lanes to watch the crew prepare for a pit stop.

The move is part of Shell's strategy to target younger and more digitally savvy racing fans. 

Last month the brand kicked off a campaign called The Hunt to promote a technical partnership between Scuderia Ferrari and Shell V Power featuring former Formula One World Champion Kimi Räikkönen.

Brand: Shell

Client: Fiona Low, global head of digital communications

Agency: Iris and Edelman

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).