Case Study: AI Photo Booth Brand Activation – Formula 1, Austin, Texas
A Year of F1 Activations
2023 was a year of Formula 1 activations for Snapmatix. Following the success of our rapid turnaround Mission Impossible activation at Silverstone, motorsport brand experience agency Velocity approached us once again to deliver another photographic brand activation for their client. This time it was at the F1 in Austin, Texas.
Several concepts were explored, including generative AI photo booth activations, face-mapper AI integrations and digital reaction games. However, sometimes simplicity is the best solution. For Austin, the answer was a classic AI background removal photo booth, uncomplicated, engaging and highly effective.
The Challenge: A Tight Timeline
We received final approval just three weeks before the event. With international shipping factored in, the timeframe was even shorter. To save valuable time, we re-used the proven hardware configuration developed for Silverstone earlier in the year.
This approach allowed us to accelerate deployment. Adjustments were required to handle the bright Texas sunlight, so our team increased touchscreen brightness to 1000 Nits, ensuring flawless usability even in direct sunlight.
Creating the Experience
- Design: Velocity’s creative team produced the overlay artwork to exact brand specifications in record time.
- AI Magic: Using the Snapmatix AI background removal service, participants were seamlessly integrated into the F1-themed scene. An overlay helped users align themselves perfectly for the shot.
- User Guidance: Ultra-bright screens enabled guests to see and position themselves accurately. A sim racing chair ensured ideal camera alignment.
- Perfecting the Look: A subtle film grain filter harmonised images with the background, producing authentic, cinematic results.
Images were displayed instantly, and participants could scan a QR code to collect their digital takeaways.
Results Across Two F1 Weekends
The activation delivered record participation, with exceptional engagement, shares and downloads across social media. Initially designed for the Austin Grand Prix, the activity proved so popular that the brand team requested the entire installation be relocated to Mexico City the following weekend. This was a demanding logistical challenge that the Snapmatix team executed flawlessly.
Snapmatix Impact
The Snapmatix imaging platform enabled quick, fully white labelled activations, producing consistent and engaging content with rapid turnaround. Unlike lengthy custom builds, our purpose-built AI and image composition platform is optimised for live event environments. It offers a versatile solution for AI-powered event engagement.
Key Takeaways
- Efficiency Through Innovation: Adaptable platform and fast deployment for tight timelines.
- Consistency and Engagement: High levels of participation, shares and downloads across events.
- Scalable Impact: Flexible enough to run seamlessly across two international F1 events in successive weekends.
Snapmatix continues to set new standards in AI photo booth brand activations, empowering brands to deliver dynamic, high-quality experiences with speed, reliability and impact.
