McLaren F1: Tag Steering Wheel Challenge

Role: Digital Project Manager


To highlight their prestigious sponsorship with Tag Heuer, McLaren wanted a campaign to “give back” to their fans online, as well drive organic fan growth.


The one thing most McLaren F1 fans want to do is…drive the car. So, fans were put in the driving seat by gamifying the experience through a game of skill & reaction, and giving fans the chance to compete with Jensen Button and win prizes. It featured a mobile responsive design, so when using an smartphone or tablet it emulated holding the steering wheel.


A 62% increase in Facebook fans.