Star Wars & Steinmetz marketing on F1

Darth Vader is going to change the tires on the Red Bull race cars in the box. The Monaco race has a Star Wars themed Red Bull Racing car. Nice publicity stunt!

They’ve already got ‘wings’ and now Formula One racing’s newest team also have ‘the force’ on their side - Red Bull have teamed up with the makers of the Star Wars films for the Monaco Grand Prix.

But there’s more marketing on Monaco GP: Steinmetz made two very special helmets for McLaren drivers Juan Pablo Montoya and Kimi Räikkönen holding their names in diamonds on it.

Trivia:

• The helmets took a total of three months to create from design conception to the intricate positioning of the diamonds.
• The helmets were designed for Kimi and Juan Pablo in Finland and America respectively by the master technicians Uffe Tagstrom and Troy Lee.
• Kimi has a bespoke helmet for the Monaco Grand Prix every year – last year it had a scene depicting the Monaco Harbour on the back, this year there are two die and the caption ‘Dice’n in the streets’ emblazed across the back.
• The round, brilliant cut diamonds were cut and polished to exact measurement in one of Steinmetz’s state-of-the-art factories in South Africa.
• The diamonds were placed on the helmet using precise, resin techniques to ensure they remain on the helmet throughout any conditions the race may see.

Source