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Dell + Intel - F1 Grand Prix

  • Austin
  • Events , Meetings & Conferences
  • Consumer Electronics/Hardware

Where horsepower meets processing power. 

“I wanted to send a note of gratitude to you and the team on helping us deliver another world class F1 event. We were worried going into this year about how we were going to top last year. The feedback has been outstanding, and attendees are saying that it was better than 2021. This is a testament to the expertise of you and the team. I said it last year, and I’ll say it again …. you are all the best at what you do … the planning, production, creativity was incredible, and you exceeded our expectations again in helping to bring our vision to life! I learned so much from you and the team!” 


Building Brand Recognition  

To aid in creating and reinforcing business relationships with their top business clientele, Dell and Intel leveraged sponsorship and technology in the Formula 1 racing circuit to gain valuable brand recognition while demonstrating the latest advances in their processor technologies. The main message behind this sponsorship that needed to be communicated was “The Fastest Cars paired with the Fastest Processors 


Positioning for a Powerful Partnership 

Impact XM worked with the Dell and Intel teams to create a turnkey solution for the F1 sponsorship including branding, registration, transportation, food and beverage, gifting, driver meet-and-greet and VIP access for evening concerts.

Hosted at the Circuit Of The Americas (COTA) track in Austin, TX, we negotiated closely with the COTA sponsorship team to secure prime ticket location access and hospitality for the attendees. The attendee journey began with a VIP save-the-date teaser that indicated the invite-only nature of the program.

Digital assets including branded registration website, save-the-date and other content was created to help support and promote event registration. On-site signage and staff uniforms also reflected the design language of the initial digital assets. Ride-Alongs with the F1 drivers were also arranged for interested attendees.  


Given the nature of the event and relationship, the success was largely interpreted by a 10-year commitment to this activation with increasing volume of attendees and budget. Each day of the event, over 100 C-Suite level guests attended. Overall, the efforts and involvement from Dell and Intel with the F1 program has helped evolve and shift the perception of these brands to be what we know them for today. High Performance Computing for High Performance Racing.

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