Why aren't F1 launches more imaginative?

The sight of Max Verstappen taking a Red Bull Formula 1 car for a spin around one of the most famous alpine ski courses in Kitzbuhel, Austria made for great television.

It's nothing unusual for Red Bull. The four-time world champion team's cars have performed doughnuts on a helipad high above Dubai, zipped along the world's highest driveable road in India and messed about on frozen lakes. But it's something we don't see anywhere near enough in F1.

This stunt will have required serious planning, and doubtless expense. Even to get the car there, it had to be transported by helicopter, crane and chairlift. Pirelli was called upon to produce two bespoke sets of spiked tyres, which had to be enhanced on site with snow chains when a rise in temperatures made the snow become softer and wetter.

But the results of this effort were spectacular. The footage made the headlines on major news channels and was all over social media. Even my mum called me to say she'd seen it - and she has very little interest in F1. It was the kind of exposure that money, spent without imagination, can't buy.

Red Bull is obviously in F1 for the publicity, but it is strange that other teams don't encourage their sponsors to do more of the same. An F1 car is a spectacular item to have available to leverage as part of a PR campaign. The coverage would be beneficial for both the sponsor and the team.

Massa's drive in a classic Williams at Autosport International thrilled fans © LAT

Some F1 teams realise the potential of what can be done. Like Red Bull, Ferrari and Lotus also do roadshows, taking F1 cars to the streets of different cities across the globe.

Felipe Massa drove the historic Williams-Cosworth FW08C in the Live Action Arena at Autosport International while his Williams team gave fans at the show a close up look at its impressive motorhome. Clearly, if you make the effort, the people will come. Autosport International was sold out on Saturday and Sunday and there's no doubt Williams's and Massa's presence played a big part in that. It proves there is a massive appetite among fans.

Back in 2004, eight F1 teams took part in a demonstration run around the streets of London just days before the British Grand Prix. Around 500,000 took to the streets, hung out of windows and climbed lampposts to catch a glimpse of the cars driving down a route laid out between Regent Street and Piccadilly Circus.

It was phenomenal PR for those involved and a way of getting closer to the fans, given the difficulties of doing so during a race weekend when the paddock is a closed-off environment.

But not every idea has to be expensive. Ferrari tried something on social media earlier this week, creating the #readysetred campaign to generate some hype around launch season.

As it transpired, the countdown was to a competition it was launching to give 10 fans the chance to attend the unveiling of its 2016 machine, rather than a first look at the car.

F1 cars on the streets of London: expensive but very popular © LAT

But it created a buzz. And how brilliant would it have been if it had launched the 2016 car, catching everyone unaware and grabbing the headlines?

Not only would it have been the first F1 car unveiled, but the unique way of doing so would have got everyone talking about it. Ferrari would have dominated the F1 news agenda, its car would be the example used in pre-season material because it was the only one out there. There would be a real buzz.

Gone are the days of flash launches. Back in 1997, you had McLaren drafting in the Spice Girls to launch its car and announcing a new title sponsor and livery.

Honda used the Natural History museum to unveiled its 'earth car' in 2007, while Renault chose the Teatro Massimo opera house to launch its '04 machine before taking it for a spin through the streets of the Sicilian city of Palermo.

Jordan held glitzy launches in Moscow's Red Square and London's Royal Albert Hall while McLaren put on an impressive show in Valencia in 2007 as it welcomed Fernando Alonso for the first time.

Admittedly, there could be significant expense involved - but in the grand scheme of things, considering how much they spend on car development over the course of a season, is it really that much?

The winter is a low point for F1 fans with very little news around and the launch season used to be something to get excited about. It's a bit of a letdown, then, when a team choose to crank up the garage shutters and roll the car out for an installation lap on the first day of the test and call that its launch.

Glitzy launches, like Renault's in Palermo in 2004, have become a thing of the past © XPB

For 2010, the Formula 1 Teams Association discussed the option of a group launch in Valencia but the idea never saw the light of day. Can you imagine the excitement and buzz, much like you'd get at a motorshow, as each team had its moment to shine?

Sure, some of the smaller teams may not be too keen on such an idea because they would be overshadowed on the news agenda with the bigger teams taking the limelight - but it's still better than they are getting nowadays.

Maybe a couple of teams could do a joint launch - Red Bull and Toro Rosso for example - or all the Mercedes-powered teams could do something and then spread the cost.

They could hire out a big arena like the O2 in London or even parade them on boats down the River Thames. That would grab the attention, provide impressive photographs and allow the masses of fans to see the cars up close, therefore guaranteeing the sponsors the attention they so desperately crave.

The drivers could do autograph sessions and Q&As afterwards, one after the other to ensure each team got equal exposure. If the smaller teams were concerned they wouldn't get the coverage if there was a group launch, the cars could be unveiled in a surprise and random order, allowing the small teams to get as much attention as the bigger outfits because fans would have to tune in and focus for the whole show.

We're living in an age where the term "shareable content" is so important and the opportunity of global coverage is huge providing you have the right material.

That's why I think teams and sponsors should take a leaf out of Red Bull's book and make the most of the fact they have an F1 car at their disposal.

If they do that, the fans will be happy, F1 teams will be more attractive to sponsors and the sponsors get exposure and more return on their investment. It's a win-win.