Netflix was looking for an out-of-the-box way to promote their new miniseries Senna, hoping to capture the attention of racing fans and build hype for the series release.

The ambitious two-part campaign promoting the Senna release saw wrapped cars taking over Las Vegas leading up to, and during, the F1 race.

For the large-scale awareness portion of the campaign, the mobilads team activated one hundred 360-wrapped rideshare cars.

The fleet of cars drove around Las Vegas for the week leading up to the F1 race day, and gathered 18,115,000 impressions.

The second part of the campaign was a jaw-dropping 10-car blitz campaign featuring wrapped McLarens. The cars took over the raceway and surrounding area for 240 hours, pulling in 28,291,680 impressions.