Mclaren revealed MCL36, the successor to their 2021 F-1 championship car, the MCL35M. MCL35M and the MCL36 are the only championship models of the Mclaren F1 division that have shifted to a Mercedes engine to comply with the latest F1 regulations. Mclaren launched a special shadow livery for the RSS Formula Hybrid X 2022 Evo e-sports event in the Mclaren F1 game. Fans went crazy after catching a glimpse of the blazingly fast MCL36 in a sinister black livery and Mclaren decided to give fans an opportunity to own MCL36 and race it in the game.
McLaren X Tezos X SweetNFTs- The MCL36 Shadow Digital Collective
Mclaren collaborated with Sweet NFT and the Tezos network to launch a digital collection of the McLaren MCL36 shadow livery, transferable to the Mclaren F1 game. The exhibition features 200 3-D modeled NFTs of the MCL36 in the special shadow livery, made available to the audience on 29 July 2022 on the Sweet NFTs platform, each priced at $49.99.
Special early access streams were organized by McLaren’s shadow content creators to reward fans with early access spots through a QR code flashed by content creators during the stream. Scanning the QR codes offered users a free 3D McLaren Shadow-themed token that will offer exclusive early access to the sale of the Shadow-liveried MCL36 digital collectible. Three streams were organized before the launch on three different days to accommodate all timelines.
- Monday, 25/07/2022- 11:30 BST/ 10:30 UTC
- Wednesday, 27/07/2022- 22:00 BST/ 21:00 UTC
- Thursday, 28/07/2022- 18:00 BST/ 17:00 UTC
Users could unlock their NFTs using the shadow token and mint them on the Sweet NFT exchange. Those who own the 3D McLaren Shadow-themed token will be eligible for a drawing to win one of our brand-new Shadow sweatshirts, which will be signed by McLaren F1 drivers Daniel and Lando.
You will gain access to a host of upcoming perks by purchasing the digital collectible, including the ability to hone your abilities through a virtual coaching session with experienced McLaren shadow drivers. Moreover, players who possess the 2022 F1 game can compete against their coach in the game to test out their new skills.
Marketing Analysis
The project had a major impact on the e-sports industry by introducing an F1 race car model as an in-game collective utilizing the energy-efficient Tezos blockchain that utilizes 2 million times less energy than similar chains. The project offered an avenue for McLaren fanboys to interact with the brand on a deeper level.
NFT owners were offered virtual coaching sessions with the McLaren F1 team, and they had the opportunity to experience the adrenaline rush of driving the most advanced McLaren F1 car ever built in a game. The NFTs were modestly priced to offer enhanced inclusivity and equal opportunity to every McLaren fan out there.
TL;DR
McLaren marked the entry of the most advanced McLaren model ever built through an innovative NFT project featuring 200 McLaren MCL36 in a sinister black shadow livery. The project was a massive success and all NFTs were sold out within the first 24 hours of the NFT sale going live.
- The MCL36 is the successor to the 2021 F1 championship contender MCL25M.
- The project is built on the Tezos blockchain which is 2 million times more efficient than other similar Proof-of-work blockchains.
- Early access spots were awarded through three live streams where free shadow tokens were given to viewers.
- Users with a shadow token could unlock their NFTs early and mint them for $49.99.
- The NFTs were transferable to the McLaren F1 game as an in-game vehicle.
- NFT owners were offered multiple perks like free skill enhancement sessions with McLaren’s shadow drivers.
- An opportunity to win Daniel and Lando signed sweatshirts and hoodies.
