Leverage Bose’s partnership with Mercedes AMG Petronas Formula One Team to position Bose’s new QuietComfort 35 headphones as more than just audio equipment, but an innovative and unforgettable experience.


Cassandra data showed that Millennials favor innovative, immersive experiences that they can share with followers and friends. Research revealed that while Formula 1 is a very popular sport, its fans feel removed from the heart of the action.


To build excitement around Bose’s QuietComfort 35 headphones, we created a one-of-a-kind immersive experience that uses sound (and other sensory cues) to help Formula 1 fans become a part of their favorite sport and showcase Bose’s industry-leading technology.


At the 2016 US Grand Prix in Austin, we used innovative spatial sound technology to create a ground-breaking immersive experience. Through a pair of Bose QuietComfort 35 headphones, race fans gained access to one of the most exclusive places in sports: the Mercedes AMG Petronas garage—moments before the cars go out onto the track—via a one of a kind virtual soundscape.

This, combined with a photo booth that allowed fans to take pictures with championship cars, helped build an unforgettable and shareable experience.


3,866 visitors against a target of 1k

1,667 images shared via the car photo boot

1m views and 5.3m social video impressions​