Spettacolo
The Mika Häkkinen Experience Puts Fans In Pole Position With VELO
Mika Häkkinen has been brought to fans by In The Room, who specialises in Conversational Media that spotlights a person of note with expert knowledge, offering them the opportunity to impart their wisdom from lived experiences. Through this technology fans can dive deeper into the world they love, resulting in hyper-personalised experiences that allow them to engage in a whole new way. Compared to synthetic avatars, this technology blends authentic video content with machine learning and natural language processing to produce a personalised interactive video experience for every fan. Using hours of video content and almost 100 questions where Mika talks about his Formula 1 career and his time with The McLaren Formula 1 Team, the technology offers interviewers an authentic insight into Mika's world.
The first of many ways to bring fans closer to the action, Mika's one-on-one interview opportunity is a prime example of embracing technology and looking for new ways to give fans more of what they want. Fans are at the core of the Love the Unexpected campaign, launched last year by VELO and The McLaren F1 Team to provide wonderful opportunities for the people at the heart of the sport. The campaign is focused on putting fans first, showcasing the fantastic ways they celebrate motorsport and looking to make F1 experiences better for all fans, not only those who can attend races.
The Mika Häkkinen experience is the latest activity in VELO and The McLaren F1 Team's Love the Unexpected content series which has placed motorsport fans in pole position, diving into the unexpected world of fans and uncovering their unique stories. To date, the series has showcased three wonderful fan stories, highlighting the love these fans have for the sport that is driving the new face of motorsport culture.
To watch all the VELO Love The Unexpected episodes head to VELO's YouTube. Discover more about Love The Unexpected on VELO's Instagram and McLaren's Instagram.
BAT is a leading, multi-category consumer goods business with a purpose to build A Better Tomorrow™ by reducing the health impact of its business through offering a greater choice of enjoyable and less risky products for adult consumers.
The company continues to be clear that combustible cigarettes pose serious health risks, and the only way to avoid these risks is not to start or to quit. BAT encourages those who would otherwise continue to smoke to switch completely to scientifically-substantiated, reduced-risk alternatives*†. In order to deliver this, BAT is transforming into a truly consumer-centric multi-category consumer products business.
BAT's ambition is to have 50 million consumers of its non-combustible products by 2030 and to generate £5billion of New Categories revenue by 2025. BAT has set stretching ESG targets including achieving carbon neutrality for Scopes 1 & 2 by 2030 and eliminating unnecessary single-use plastic and making all plastic packaging reusable, recyclable or compostable by 2025.
BAT employs over 50,000 people. The BAT Group generated revenue of £27.65 billion in 2022 and profit from operations of £10.5 billion.
The company's Strategic Portfolio is made up of its global cigarette brands and a growing range of reduced-risk*† New Category tobacco and nicotine products and traditional non-combustible tobacco products. These include vapour, tobacco heating products, modern oral products including tobacco-free nicotine pouches, as well as traditional oral products such as snus and moist snuff. In 2022, we had 22.5 million consumers of our non-combustible products, a rise of 4.2 million on full year 2021.
* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.
† Our products as sold in the US, including Vuse, Velo, Grizzly, Kodiak, and Camel Snus, are subject to Food and Drug Administration (FDA) regulation and no reduced-risk claims will be made as to these products without FDA clearance.
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