Gave T-Mobile customers a top-of-the-podium experience at the Formula 1 Las Vegas Grand Prix.

Experiential Concept & Execution
Graphic Design

Las Vegas
160over90

Brief
160over90 built an experiential system for T-Mobile to show up at events called “Club Magenta” – now a pillar of the brand’s marketing. These pop ups built customer loyalty and brand envy at music festivals like Stagecoach, Austin City Limits, Bourbon and Beyond, Watershed, and more. The brand was interested in expanding this footprint to more sports and entertainment events, and with the announcement T-Mobile would be the Exclusive Wireless Provider for the Las Vegas Grand Prix, the pressure was on to transform Club Magenta.

Insight
The 2023 LVGP was a much-hyped inaugural event of a sport that was already getting major brand attention in the US — we knew the race weekend was going to be oversaturated with flashy logos. There was a lot of talk in online fan forums about how the recently added Miami Grand Prix was full of “fake fans” who didn’t know anything about the sport and just wanted to go to a buzzy event – and fear that the new LVGP would have a similar vibe. We wanted to be cognizant of this sentiment and show that T-Mobile’s Club Magenta wasn’t just an influencer hub, but a place for lovers of the sport to get an amazing view, charge their phone, grab a drink, and overall feel spoiled by their TMO customer status.

How could T-Mobile stand out as a brand that not only pampers their customers – replicating the reputation built at dozens of music festival Club Magenta pop ups – but also a voice that felt at home on track? Our north star was tailoring every touchpoint to an authentic F1 fandom insight – something only true fans would appreciate. As 160over90’s resident F1 nerd, I was tapped to help bring that POV to our concepts.

Execution
We gave Club Magenta an F1 facelift—transforming from a plush backstage lounge to a Magenta Garage–an HQ for race fans to catch all the wheel-to-wheel action. Complete with celebrity talent integrations, winnable team gear, and refresh stations, guests felt like they were part of the crew with better views of the Sphere Zone and track than any other vantage point at the Grand Prix.

A custom-branded BATAK reflex test on the exterior of our footprint attracted passersby with the chance to compete. In the spirit of fast twitch moments on the grid, we tested the reaction time of our Club Magenta guests in true driver fashion. The reflex test is a key element of F1 driver training – so much so that former F1 World Champion Jenson Button holds the Guinness World Record at BATAK. Having the buttons placed on a giant magenta T-Digit was a no-brainer. We designed our leaderboard to mimic F1 standings seen on broadcast during the race for another touch of authenticity.

With an infusion of weathered compound tyre into our back wall and chrome T-Digit construction, our branded wall was a dual photo op and interview backdrop. This focal point for Club Magenta had a backdrop texture resembling a true race-worn tyre, T-Digit resembling the fiberglass of an F1 car, magenta neon backlighting, and life-size branded racing helmets that were signed and given away to fans at the end of the weekend.

We offered cozy branded blankets for guests to bundle up in the nighttime Vegas chill, a clever play on the tyre blankets used in the pit lane before a race.

A mini “Pit Stop” glam station let guests quickly reset before getting back in the action, complete with an authentic F1 wheel rim high table, mirror and a spread of useful refresh products (earplugs, sunscreen, face mist, mints/gum, moist towelettes, etc).

F1’s global audience means traveling is part of fandom, so as an added perk for T-Mobile users, we offered custom laser-engraved luggage tags and phone wallets to commemorate our guest’s trip to the inaugural LVGP.

And of course, we kept all the elements customers flock to Club Magenta for at festivals: charging tables, cozy seating, a dedicated bar with themed cocktails, and up-close views that true fans deserve. Regardless of team affiliation, customers were treated to top-of-the-podium treatment at Club Magenta.

We also took care of T-Mobile’s large format branding on-track — I had a surreal moment watching the race live at home and seeing the branded run-off that was once an artboard on my laptop turn into a battleground between drivers.