Snapmatic (which trades as Primatix in the UK) is the AI photo activation supplier behind some of the biggest brand moments in motorsport. When agency Velocity Experience needed a custom AI photo experience for Lenovo’s Formula 1 Fan Zone, they partnered with us to deliver it, in the heart of London ahead of the 2024 British Grand Prix at Silverstone.
The challenge
Lenovo was activating around its role in Formula 1, and the Fan Zone was already packed, from VR motion simulators to the wider fan program. Velocity needed an AI photo moment that amplified Lenovo’s brand and gave guests something to share, without adding another queue or eating up floor space in an already busy activation.
The solution
We supplied a no-hardware, mobile-first AI photo booth. There was no booth on site. Guests scanned a QR code and ran the whole experience on their own phones, transformed into F1 drivers in Lenovo-branded content in seconds via a custom AI theme. A live results gallery on a big screen displayed the driver photos as they came in, giving guests their moment on the big screen and pulling a crowd around the activation. A prize draw for tickets to the following week’s race gave people a real reason to post their photo.
Why it worked
Going mobile-first let the activation scale to the crowd instead of the crowd queuing for a booth, while the live gallery gave it a physical focal point. Every guest left with a personalized, Lenovo-branded driver card that tied the brand directly to the sport. It’s the same play we’ve run across motorsport, from IndyCar trading cards to F1 hospitality and the Mission Impossible F1 fan zone.
Conclusion
By turning guests into F1 drivers, we reinforced Lenovo’s positioning in Formula 1 in a way people genuinely wanted to share. Get in touch to plan a custom AI activation for your brand.
