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McLaren Automotive

600LT Global Competition & Experiential

Overview

As part of the McLaren 600LT launch campaign, Black Diamond were commissioned to plan and execute a global competition and experiential campaign. Through the use of short form content created by Black Diamond, entrants from around the world were challenged to piece together numbers to identify the dry weight of the vehicle, with winners being some of the first consumers to drive the McLaren 600LT.

Six winners joined fourteen media and influencer guests in Palm Springs for a two-day experience which included driving the 600LT through Joshua Tree National Park, exclusive access to the launch film location, private tour of the San Andreas Fault Line, and a track experience at the exclusive private members racing club, The Thermal Club.