The circuit is banking on a viral pre-show with Lego karts, between nostalgia and modernity, to capture the attention of families and social networks before the race.
Silverstone goes Lego mode ahead of the British Grand Prix. The legendary British circuit is banking on a spectacular PR stunt for its British Grand Prix this Sunday: a parade of 22 life-size Lego karts, inspired by the viral success of the Miami events. The idea?
Transform spectators' expectations into a colorful and photogenic moment, far from the traditional free practice sessions or technical briefings. This initiative is part of Formula 1's strategy to modernize its image and attract a wider audience, particularly families and young people. The karts, made entirely of plastic bricks, parade on the track before the start, creating a striking contrast between the high-tech world of the single-seaters and the playful aesthetic of the toys.
The operation is reminiscent of the Lego Fan Zone in Miami, where bricks invaded the paddocks to capture the attention of social networks. At Silverstone, the challenge is twofold: capitalize on the virality of images while preserving the historic aura of the circuit. The organizers hope to offer a memorable pre-show, without sacrificing the quality of the race.
The parade is also part of a broader trend where circuits seek to diversify their activities to reach varied audiences. Silverstone, one of the most emblematic tracks on the calendar, is banking on this coup to strengthen its attractiveness in the face of events like the Monaco GP or that of Singapore, where the spectacle often goes beyond the race itself. At the same time, this operation illustrates F1's desire to address new generations, accustomed to short and visual content on social networks.
Lego karts, with their bright colors and familiar appearance, perfectly meet this logic of instantly shareable content. This Lego parade takes place in a context where circuits must now compete with other entertainment, well beyond motorsport. Silverstone organizers are banking on the immediate "wow" effect, a tactic reminiscent of the strategies of amusement parks or musical events.
By lining up 22 karts, the circuit is not only looking to surprise: it wants to create a sufficiently memorable moment for the images to circulate massively online, well beyond traditional fans. Logistically, the operation is challenging. Building 22 full-size Lego karts involves months of preparation, with dedicated teams to assemble and refine every detail.
Unlike digital animations, these physical structures must resist weather and movement, while remaining stable during the parade. The organizers worked with Lego construction experts to guarantee the solidity of the machines, while respecting the safety constraints of the circuit. The reactions of the drivers remain to come, but the objective is clear: transform the spectator experience into an event in its own right, where speed temporarily gives way to fantasy.
What to remember from this Lego parade? One thing is certain: Formula 1 is no longer just about driving, it now relies on spectacle to seduce. And with plastic karts on the track, the bet is daring.
What's next: Formula 1 could generalize this type of entertainment during future Grands Prix, especially on circuits where family attendance is a key issue. Silverstone, already a pioneer with initiatives such as the “Fan Zone”, could serve as a model for other organizers. To watch: the real impact on the audience and the engagement of young fans. Read at L'Équipe Formule 1
Formula 1 is accelerating its transformation into a global spectacle where entertainment sometimes prevails over pure performance. This parade of Lego karts at Silverstone illustrates this trend, mixing childish nostalgia and viral media coverage. The risk? Dilute the historical identity of traditional Grands Prix in favor of a more consensual format, but less demanding in terms of speed and technicality. This strategy also reflects a race for audiences, particularly among those under 25, where F1 competes with other sports and digital entertainment.
L'Équipe Formule 1lequipe.frBy Fréderic Ferret2 Jul, 13:23fr-fr
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