Allwyn X McLaren Scratch Car

At the 2025 Las Vegas Grand Prix, Allwyn and McLaren Mastercard Formula 1 Team created a world first experience designed to put a new lottery led entertainment brand on the global stage. Instead of building a car to win on track, they built one to win attention: the Allwyn X McLaren Scratch Car - a full scale F1 showpiece crafted by Paperlegend Florian Weber and covered in 970 scratchable panels. Unveiled by McLaren F1 Team Driver Oscar Piastri on the LINQ Promenade, it invited fans to step onto the podium, scratch a square and reveal money can’t buy McLaren prizes.

The strategy was simple and ambitious: create an earned media first moment that would introduce Allwyn to the world, drive high value engagement and generate content capable of sustaining momentum after the event. Teaser films built anticipation; the live activation delivered theatre, participation and sharable content; and a digital Scratch Car extended the experience to fans worldwide. The results exceeded every KPI. McLaren posted 15 pieces of content (vs 8 target), generating 4.9m views and nearly 300k interactions. Allwyn added 21.2m views and 30k profile visits. The activation delivered 489 pieces of global coverage, reaching 1.4bn people, with 96% of articles carrying all priority brand messages. Earned media alone delivered £12.9m AEV, achieved with just £240k in paid support. The Scratch Car didn’t just introduce Allwyn - it made the brand unmissable, creating a standout debut moment in the world’s entertainment capital and laying the foundation 2026's consumer launch.