In order to make the most of their new $40MM sponsorship with the BMW/Sauber team, Intel needed to differentiate themselves from the vast multitude of Formula One sponsors and find a meaningful way to engage with fans.

The result was Intel's Pit Lane Park, a unique, brand-driven experience that tapped into the F1 fan's hunger for insider knowledge on this technologically-driven sport and elevated what is essentially an ingredient-product to a stage of heroic proportions. At a traveling footprint that accompanied races the world over, interactive touch-screen tables, customized laptop kiosks and racing helmet-pods gave people exclusive access to this F1 team, including the original films we produced featuring drivers Jacques Villeneuve and Nick Heidfeld, and narrated by racing legend Martin Brundle.