# Professor Thomaï Serdari comments on McLaren's "World's Fastest Gamer" campaign

1 Faculty News May 9, 2017 ![Luxury Daily logo](/sites/default/files/styles/246w/public/assets/images/con_032369.jpg?itok=BZ74qERg)>

Excerpt from [Luxury Daily](https://www.luxurydaily.com/mclaren-races-to-find-the-fastest-gamer-in-the-world/) -- "'It allows McLaren to gain brand equity through a new channel of communication, namely gaming, an area still out of limits for most luxury brands,' \[[Serdari](http://www.stern.nyu.edu/faculty/bio/Thomai%20Serdari)\] said. 'McLaren is pioneering a bridge between the real and virtual worlds in a way that no other luxury brand has attempted before.'"

[Read more](https://www.luxurydaily.com/mclaren-races-to-find-the-fastest-gamer-in-the-world/)