The eBay x McLaren F1
Team American Muscle Build
eBay built the ultimate off-track ride for McLaren Formula One driver Lando Norris’ return to America.
Background
eBay Motors is the only sponsor in F1 that has anything to do with what real people drive. We saw an opportunity to capitalize on the media attention around what F1 drivers – some of the biggest celebs in the world – drive off the track.
What we did
Celebrating the McLaren Formula 1 Team’s return to the US since their epic winning streak began in Miami, eBay Motors and the McLaren F1 Team they sponsor collaborated to build the ultimate American trophy car for superstar Lando Norris. The ride was kitted out with a dozen parts and accessories from eBay. Norris drove the car to the track in Austin during race weekend — as off-track rides are a much-covered topic in media. Live "finishing touches" were voted on and installed on the car at the eBay fan experience on site at Circuit of the Americas. The car was brought to the next race in Sin City where it was auctioned off for charity during the Las Vegas Grand Prix fetching over $70,000.
Lando Norris
Austin
Vegas
Before
After
Social Output
“In a nod to American car culture, McLaren and eBay have transformed a 1973 Plymouth Barracuda into a tribute to both classic American muscle and the team’s success on the track this year.”
Sports Illustrated
The Reaction
2.6B+
impressions from earned media and eBay & eBay Motors social posts
58
total media placements
18%
lift in positive perception and 10% lift in awareness
"The McLaren F1 team partnered with eBay to create a beautiful custom 1973 Plymouth Barracuda. And now, this incredible classic muscle car restomod can be yours because eBay has put the car up for auction.”
HotCars
“Part of a project to highlight the capacity of the eBay Motors marketplace — and boost the buzz for the McLaren F1 race team — this ’73 Barracuda not only used parts and upgrades sourced exclusively from eBay Motors, but it also received McLaren’s exclusive “papaya” orange wrap and a signature from the team’s star driver, Lando Norris.”
Gear Junkie
