McLaren Sonoma Raceway Driving Event 2026 – Live Embroidery

What we did?

Digital Events partnered with McLaren at Sonoma Raceway to deliver a premium live embroidery experience during a multi-day owner and prospect driving event.

As guests participated in driving sessions and performance experiences throughout the venue, they also had the opportunity to personalize premium hats with embroidered initials, track icons, and personal lap times. The activation transformed a branded giveaway into a meaningful keepsake that reflected each attendee’s unique experience on the track.

Luxury events thrive on personalization, and this activation provided an engaging way for guests to create a one-of-a-kind memento while strengthening their connection to the McLaren brand.