Tactically adapting to the fact that pandemic-linked restrictions were in place around fan attendance, Formula E and logistics partner DHL delivered a ground-breaking fan engagement activation at the 2021 New York City e-Prix (9 to 11 July) utilising new hologram technology.
Developed in harness with global agency partner Bright Partnerships and powered by PORTL, DHL transported drivers, teams and fans into the centre of the city via the world’s only single passenger holoportation machine.
The aim behind the activation was to both link fans to the race and to showcase how technologies are a driving force in delivering on DHL’s guiding principle of ‘connecting people and improving lives’.
Formula E drivers Edoardo Mortara (ROKiT Venturi Racing), Nick Cassidy (Envision Virgin Racing), Oliver Turvey (NIO 333) and Nyck De Vries (Mercedes-EQ) each were interviewed by the world’s media and by fans as holograms.
Even Formula E CEO Jaimie Reigle and Co-Founder and Chief Championship Officer Alberto Longo were also holoported to the event space.
The logistics partner’s FIA Formula E ABB #NYCEPrix activation was then amplified across DHL’s digital and social channels via a video-led campaign aimed at showcasing how everything the brand does is ‘Connecting People, Improving Lives’.
As the world’s leading all-electric street-racing series returned to the USA in July for the 2021 New York City E-Prix in Brooklyn, DHL sought to deliver the race in a whole new way and the hologram was just one strand of this strategy.
DHL also partnered with The Canvas by Querencia, a connected network of sustainability-focused businesses working together to stimulate progress towards the Sustainable Development Goals, to curate three days of action-packed and free entertainment, futuristic experiences, giveaways and special offers.
As well as the 3D hologram experience, between 9 and 11 July DHL also served up a Hologram DJ and dancers, offered 50% off all international and domestic shipments on in-store purchases, provided prizes and sustainable giveaways through the weekend from its branded space in Williamsburg (Brooklyn) at 132 Bedford Ave.
The activation also promoted all DHL Service Point locations positioned across New York City dedicated to helping customers ensure their shipments are delivered to more than 220 countries.
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As Formula E’s Official Logistics Partner, DHL is responsible for moving Formula E’s teams and travelling infrastructure around the globe as efficiently as possible – with DHL designing a tailored approach, complementing air transport with rail, road and sea routes to minimise emissions.
Building on this long-running relationship with Formula E which dates back to the series’ inaugural campaign, DHL has been enhancing its Formula E partnership in recent months and this NYC activation programme is one example.
Another 2021 initiative saw DHL link up with the championship for Rounds 5 and 6 in April at the Circuit Ricardo Tormo for Formula E’s first race event at the circuit outside Valencia (Spain) where the logistics company was the race title partner.
This partnership saw DHL turn one of the circuit’s grandstands green to highlight its GoGreen worldwide environmental protection programme: an initiative aimed at showcasing DHL’s strong sense of responsibility and its commitment to helping its customers grow sustainably.
Indeed, GoGreen is helping advance DHL’s wider ‘Mission2050: Zero Emissions’ mission to reduce all logistics-related emissions to net zero by the year 2050.
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