• New online platform will serve global community of collectors and fans by hosting digital collectible programme
• First of a series of drops will enable fans to collect 22 digital components of the MCL35M
McLaren Racing today announced the creation of the McLaren Racing Collective, a global community of collectors and fans served through an innovative digital platform, where fans can buy McLaren Racing digital collectibles in the form of non-fungible tokens (NFTs).
The platform will be McLaren Racing’s primary location to allow fans and blockchain enthusiasts alike to engage with the brand, with the first drop featuring different digital components of the MCL35M 2021 Formula 1 race cars, originated from the McLaren Racing CAD system.
The intial digital components will be gifted free to fans who join the McLaren Racing Collective platform. From there, fans can collect one or multiple components as they are released in an experience which enables fans to accumulate all 22 available components and assemble the full digital MCL35M race car. The collectibles will be released in five stages, with the first four components available on Sunday 24 October.
The McLaren Racing Collective is operated on the energy-efficient blockchain of the team’s Official Technical Partner, Tezos, who are collaborating with McLaren to create the limited digital assets so that fans can connect directly with the brand.
The first person to complete a full MCL35M will win a trip to a McLaren Formula 1 VIP race weekend experience in 2022. The inaugural drop will be the first of many NFT drops and campaigns as McLaren Racing integrates this pioneering marketplace into its long-term fan engagement strategy.
Lindsey Eckhouse, Director, Licensing, ecommerce and esports, McLaren Racing, said:
“We are excited to launch the McLaren Racing Collective, which will help us engage our fans in an innovative new space. Collaborating with our partner Tezos, we are creating new ways to evolve our fan experience through a bespoke McLaren Racing digital collectible marketplace.
“The first NFT drop heroes our papaya-liveried MCL35M F1 car. This will give our fans a fantastic opportunity to collect and see each component from every angle while allowing them to win incredible experiences and prizes.”
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