Johnnie Walker Black Helps F1 Fans Step Inside The Circuit

Johnnie Walker Black Label launched an exceptional series of online vignettes in 2011 in support of its partnership with the Vodafone McLaren Mercedes F1 team. The brand partnered with Just Marketing International to create a "Step Inside the Circuit" series that provides fans with an intimate perspective of the lives of Lewis Hamilton, Jenson Button, and their respective teams on and off the track.

The video series is very unique in that it was shot in black and white (correspondign with the Johnnie Walker Black Label brand) and it truly portrays the personalities and viewpoints of both Hamilton and Button. The "Step Inside the Circuit" series has been gradually released throughout the 2011 season after filming took place behind-the-sceness during 2010.

The brand is supporting the launch of the "Step Inside the Circuit" series with limited edition product packaging offering fans a chance to win unique motorsports experiences and prizes and are leveraging a tab on the brand's official Facebook page to drive awareness and buzz online.

Check out a few videos from the campaign below:

Huge Boss Lets Fans Design the Attire of McLaren Mercedes F1 Drivers

Hugo Boss and the Vodafone McLaren Mercedes F1 team have partnered to launch a "Dress Me for the Finale" competition that allows consumers to design the overalls that Lewis Hamilton and Jenson Button will wear during the F1 season finale in Brazil in November.

The two (2) collaborating parties teamed up with Germany-based branding agency Liganova to create the interactive online competition, which is also supported via retail promotions, branding, and point-of-sale activity within stores in markets across the world. The "Dress Me for the Finale" initiative will run in each country where an F1 race takes place, with a design being selected for the drivers to wear during each qualifying run.

The promotion is the centerpiece of Hugo Boss' 30-year sponsorship deal of the McLaren Mercedes F1 team, which it signed a short time ago. The partnership initiative is notable because most professional organizations in the United States are continuing to pursue lifestyle/designer apparel deals to complement their team apparel partnerships. Look for similar initiatives to soon arise in NASCAR, IndyCar, and across the Big Four leagues.