The much hyped Williams Racing 2021 FW43B augmented reality app reveal on 5 Match was scratched at the last moment after its app was hacked immediately prior to launch. The F1 team was forced to pull the app from both the Apple App Store and Android Google Play store and revert to its supporting set of digital launch assets without the planned in-person app experience centrepiece.
Instead of the new car and livery reveal via a dedicated smartphone app which planned to project a full-sized 3D model of the FW43B into the homes, gardens and driveways of team fans and F1 followers around the world, the team’s marketers and production group switched to focus on social content pieces, rendered photography and interview b-roll packages with CEO Jost Capito, Team Principal Simon Roberts and drivers George Russell and Nicholas Latifi.
An apologetic social post was followed by a car reveal film supported a campaign that had also included a set of pre-launch tease content.
We planned to reveal the FW43B, via an augmented reality app later today. However, sadly, because the app was hacked prior to launch, this won't be possible.
We were looking forward to sharing this experience with our fans & can only apologise that this hasn't been possible.
— Williams Racing (@WilliamsRacing) March 5, 2021
2⃣ days until we reveal the FW43B to the world
— Williams Racing (@WilliamsRacing) March 3, 2021
We're doing car launch a little differently this year!
Download the app
— Williams Racing (@WilliamsRacing) March 3, 2021
Friday, 14:00 GMT ⏰
Get your first look at the FW43B right in your very home using augmented reality
Download for Apple: https://t.co/tIBMtJVSQS
Download for Android: Available soon! pic.twitter.com/yLuh5rL6R0— Williams Racing (@WilliamsRacing) March 2, 2021
The planned app-led campaign was also set to include a contest to win a virtual meet and greet with 2021 race drivers George Russell and Nicholas Latifi which could be entered by fans sharing their best images of the new FW43B on their personal social media platforms.
It was intended that a camera icon within the app would enable users to take a screenshot of the car and share their image on social media and by using these consumer created images with hashtag #FW43B and by tagging Williams Racing users would gain entry into the competition.
The launch was followed by a press conference featuring Williams drivers George Russell and Nicholas Latifi, team principal Simon Roberts and CEO Jost Capito.
The launch was teased with a series of online video and social content including filming day spots and a kit livery unboxing campaign in harness with supplier Umbro.
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The 2021 unveiling also marked Capito’s first appearance in Williams colours since joining the team over the winter and taking over from the Williams family as CEO under the new management of Dorilton Capital which completed its team takeover last summer.
Williams head into the 2021 season hoping to build on an improved 2020 campaign which saw the team fight lower-midfield rivals Alfa Romeo and Haas, but still end up finishing last in the constructors’ championship for the third season in a row.
The Williams FW43B will get its first extended on-track run-out at the start of pre-season testing in Bahrain, which takes place from March 12-14.
The unveiling also came in the same week as Williams Advanced Engineering (WAE) teamed up with Team GB Snowsport: a tie-up announced to mark the one year to go until the Opening Ceremony of the Paralympic Winter Games 2022 in Beijing.
With one year to go until the Paralympic Winter Games 2022 in Beijing, GB Snowsport and @WilliamsAdvEng have teamed up in support of the country’s quest for Paralympic success at the Games and across the 2021/22 winter season.
Learn more ➡️ https://t.co/rDMDNws8si pic.twitter.com/6aIXGYzUuw
— GB Snowsport (@GBSnowsport) March 4, 2021
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