Seven Formula 1 cars. One human driver. Six AI-powered legends.
Lap of Legends put a real F1 driver on a real track against AI avatars of racing’s greatest icons, built from the actual performance data of legends like Ayrton Senna and Michael Schumacher. The one-hour global special was broadcast on BBC, AMC, and ROKU in 31 countries.
Two years in development, the event fused holography, real-time simulation, and historical telemetry into a race between eras: live, on track, against holograms.
The results:
4.5B+ global impressions
$20M+ in earned media
1-hour broadcast event simulcast on 3 major networks
Hailed as a new benchmark for live sport innovation
By turning motorsport into a mixed-reality spectacle, Lap of Legends did what Michelob ULTRA does best: turn spectators into fans. Because joy wins, and It’s Only Worth It If You Enjoy It.
