Vodafone McLaren Mercedes Miomni Digital Asset Management System and Distribution Platform are the driving force behind Vodafone’s Formula 1 video campaigns. Miomni Digital Asset Management System and Distribution Platform are the driving force behind Vodafone’s Formula 1 video campaigns. Miomni was chosen by Vodafone via its media strategy and planning agency, OMD, in 2008 to provide the Miomni Content Digital Asset Management and Distribution Platform in support of Vodafone’s first foray into creating branded video content in Formula 1 as well as its music sponsorship activities. Video files are transcoded to multiple formats and delivered through Miomni global edge cache. We also provided localisation service – videos are translated into multiple languages (Spanish, German, Italian and Portuguese) from English – ensuring the content reaches the widest audience possible in terms of both devices and geographical locations. In addition, Miomni integrated data feeds from the Vodafone McLaren Mercedes F1 team – live telemetry from both cars on practice, qualifying and race days. Further, Miomni integrated live timing feeds from Formula One Management, adapted them and provided them out to a FOM-Vodafone joint venture mobile application that enables detailed timing results in real time globally, and read live text commentary.