McLaren Racing - a test and learn approach to digital innovation

🏎️ McLaren Racing has a "test and learn" approach to digital innovation… And smashing it when it comes to Web3. ⤵️

As part of the Expert Q&A series in the Chiliz Includ3d Accelerator, I spoke to Max Wolfe, Senior Manager of Web3 and Digital Licensing at McLaren Racing.

Max shared how Web3 is providing the infrastructure and mindset to create emotional connections, loyalty, and exciting experiences for sports fans.
His goal is crystal clear – to make the McLaren fan experience the best on the grid using Web3!

** Who is McLaren Racing ❓

💥 A 60 year sports brand, racing across multiple series, including Formula 1, INDYCAR, Formula E, and Extreme E.

** What's their test and learn approach to digital innovation ❓

💥 Collaborations and fusions across technology, art and culture.
💥 Involvement of Twitch streamers and gaming communities.

** How are they smashing it when it comes to Web3 ❓

💥 Pioneering digital collectibles and creative fan moments since 2021.
💥 First of its kind experiences, especially because 98% of fans will never attend a Grand Prix.
💥 Optimism about the potential for Web3 for loyalty programs and virtual spaces.

** And community management ❓

💥 Discord channel with 80,000 fans.
💥 One of the only majority female F1 social channels.
💥 Why Discord? Because it’s where McLaren can talk *WITH* fans, not just *TO* fans.

** What is the Expert Q&A series ❓

The Expert Q&A series is part of the (free!) first of its kind Certification on Blockchain, Sport and Social Impact, part of the Chiliz Includ3d Accelerator, powered by READY.