T-Mobile F1 Interactive Racing Activation

In November 2023, the Formula One World Championships launched the Las Vegas Grand Prix. T-Mobile acted as a presenting sponsor and exclusive wireless provider for the event. To leverage this sponsorship, T-Mobile created a layered, appropriately themed F1 store takeover. The experience involved multiple experiential touchpoints:  
A magenta T-Mobile F1 racing simulator was placed prominently in the store’s front window on the Las Vegas strip. The simulator was backdropped by oversized digital screens. Working in unison with other touchpoints and content scattered throughout the city, the simulator and screens worked to attract passersby on the strip and bring more foot traffic into the store.  
The simulator was a fun challenge to drive, allowing users to experience the thrill and challenge of driving an F1 car firsthand.  
Beyond the simulator, the F1 experience extended to the rest of the store. Drawing on the Grand Prix theme, racing signage played a large part in the environmental graphics throughout the space. Custom F1 signage welcomed race fans into the T-Mobile Signature Store. Directional arrows directed visitors around the space to the experiential touchpoints the store offered. 
Upstairs, the space was transformed into a race paddock. An impressive scale model racetrack gave the space a strong focal with visuals cues taken from the Las Vegas skyline. In this space, customers could test their skills by driving model F1 cars around the figure-8 racetrack (cars were controlled using phones running on T-Mobile's network).  
Signage throughout the store reminded users of T-Mobile's 5G capabilities and the brand’s involvement with the Las Vegas Grand Prix. 
The experience provided a great customer experience. During the final week of the engagement, a store manager relayed that the F1 experience was the best example of experiential retail that he could remember.  
During the week of the Las Vegas Grand Prix, the T-Mobile Signature Store experienced more than 7,600 customer engagements — a 173% YOY increase compared to 2022.   The 12-week campaign had nearly 43,000 customer engagements