End to End: Inside the AWS London Drive your Data Experience

Formula 1 is perpetually evolving – much like the technology powering the sport. From hybrid power units to advanced aerodynamics, every aspect of a Formula 1 car exemplifies human progression and ingenuity. Innovations like generative AI, machine learning, and data analytics have revolutionised race strategies, car performance, and fan experiences. By understanding these technologies, we can appreciate how each breakthrough makes the sport faster, safer, and more engaging for fans worldwide.

rEvolution was briefed by AWS to create and deliver a hands-on experience, in which Formula 1 and cloud technology would converge, transforming a complex subject into an engaging fan activation. Through the implementation of bespoke, immersive experiences, rEvolution and AWS collaborated to reshape how fans connect with technology and understand the power of data analytics in elite-level motorsport.

AWS London Drive your Data took fans on a uniquely interactive journey, educating participants about AWS’s partnership with Formula 1, highlighting the fundamental role played by cutting-edge technology and insights.

By educating participants about cloud technology and its profound impact on Formula 1, the experience helped inform guests, while deepening their connections with both motorsport and technology.

The objectives were clear:

1. Bridge the knowledge gap between Formula 1 enthusiasts and cloud technology users
2. Demonstrate AWS’s impact on the sport of Formula 1
3. Promote F1 Insights powered by AWS in an engaging way
4. Showcase the power of data in Formula 1

To achieve this, rEvolution conceptualised and delivered five distinct activation zones, placing fans in situations where they could make similar decisions to Formula 1 drivers and team principals.

1. Close to the Wall

Participants controlled scale Formula 1 model cars on a bespoke Scalextric racetrack, negotiating a challenging corner, attempting to get as close to the wall as possible without hitting the barrier. Cameras set up around the track, captured slow-motion replays of participants’ attempts, which were then displayed on a big screen, along with their results.

‘Close to the Wall’ is an F1 Insight powered by AWS, that leverages advanced machine learning and data analytics to enhance race strategies and driver performance. By analysing vast amounts of telemetry data in real-time, this Insight determines how closely drivers navigate their cars to the walls on Formula 1 circuits, a manoeuvre that can significantly impact lap times. The Insight helps teams understand the fine balance between speed and safety, providing critical information to optimise driving lines and improve overall race performance.

2. Lights Out – Reaction Test

This activation tested participants’ reaction speeds, replicating the fast reactions required by Formula 1 drivers on the starting grid at ‘lights out’. Participants were faced with a reaction test wall, featuring touch-sensitive lights that illuminate in a random sequence, and were tasked with tapping as many of these lights as possible within 30 seconds. The world record is currently held by former Formula 1 World Champion, Jenson Button, who scored 58 taps of the lights in 30 seconds.

‘Start Analysis’ is an F1 Insight powered by AWS, which analyses how fast Formula 1 drivers can react to ‘ lights out’, using advanced data analytics and machine learning to evaluate and break down the crucial moments of a race start. By analysing data, such as reaction times, acceleration, and positions gained or lost, this F1 Insight provides a detailed assessment of each driver’s start performance, helping teams and viewers understand the factors contributing to a successful or poor start, while offering a granular look at how initial race positions are influenced by driver actions and car performance in those critical first few seconds.

3. Pit Gantry Experience

The Pit Gantry Experience involved participants mastering  ‘AWS FastTrack’ – a beta web-hosted challenge that involves participants making budget allocation decisions on the car’s performance upgrades. Participants made decisions using an intricate on-screen digitised sliding mechanism, measuring costs against seconds per lap saved on Formula 1 car updates – the greater the cost, the greater the seconds saved on each specific upgrade option.

While participants learned about each of the upgrades they chose to make and how they directly impacted the reduction of the car’s lap time, they had to be strategic with where they allocated their budget, as this is limited and cannot be assigned to each available upgrade in full. This unique challenge relates closely to the Formula 1 cost cap and the trials faced by Formula 1 team principals to prioritise budget allocation for maximum return on investment, e.g., reduced lap times.

4. Qualifying Lap

Participants were faced with a fun and authentic Formula 1 driving experience, while being educated on the role that data analytics plays in assessing driver performance. Participants first watched a video, introducing them to the ‘Driver Performance’ F1 Insight, and then drove two laps, with their performance measured against key racing metrics, including speed, braking efficiency, and track adherence.

This activation relates to the ‘Driver Performance’ F1 Insight powered by AWS, which leverages advanced analytics and machine learning to assess and compare drivers’ performances. By analysing data sets, including lap times, tyre wear, fuel consumption, and in-car telemetry, this F1 Insight provides a detailed evaluation of a driver’s effectiveness and efficiency on the track, helping teams and fans understand individual driver’s strengths and weaknesses, track improvements over time, and how to make data-driven decisions to enhance race strategies and overall performance.

5. Pit Stop Challenge

In teams of three, participants worked together to change the tyres on a full-size AWS-branded Formula 1 show car. Before fitting the tyres in true Formula 1 pit stop fashion, teams were challenged with choosing the correct tyre based on randomised AWS data sets, including track temperature, weather conditions, and number of laps remaining. Teams were faced with making the crucial decisions experienced by Formula 1 team principals and pit crews in a race environment, ensuring their driver gets back on the track with the best setup for victory.

This specific activation station relates to the ‘Alternative Strategy’ F1 Insight powered by AWS, which utilises machine learning and advanced data analytics to explore and evaluate different race strategy scenarios. By processing historical race data, current race conditions, and predictive modelling, this F1 Insight suggests potential alternative strategies that teams can adopt, such as different pit stop timings or tyre choices. It helps teams make informed decisions to optimise performance, adapt to evolving race dynamics, and potentially gain a competitive edge by identifying the most effective strategic options available during a race

Results

By leveraging F1 Insights powered by AWS, rEvolution made the AWS London Drive your Data activation both engaging and fun for participants while providing them with valuable insights. This approach bridged the gap between Formula 1 enthusiasts and cloud computing users, delivering a unique and educational experience.

Participants’ feedback was overwhelmingly positive, with over 450 people experiencing the AWS London Drive your Data activation, as part of AWS Summit London 2024, garnering an impressive average customer satisfaction score of 4.8/5. Attendees praised the event for its innovative and immersive approach, while highlighting the seamless integration of AWS technology with the excitement of Formula 1.