Ahead of the 2024 Miami Grand Prix, the world-leading private messaging service WhatsApp and the 8-time World Championship winning F1 Team, Mercedes-AMG PETRONAS (Mercedes F1) launched the new Mercedes F1-inspired Emoji Car within WhatsApp and collectively took over the Empire State Building (ESB) for a week-long activation, making a mark in a joint target market of the US. The timing of the activation was strategically chosen to coincide with the first American F1 race of the 2024 season and help support an objective of growing awareness and product preference of WhatsApp within North America, as well as drive awareness and excitement around the Partnership.  The Emoji Car launch was the most successful takeover for the ESB, with estimated social reach of over 285m. The campaign exceeded all KPIs and delivered exceptional cut-through. Over 60% of US F1 fans saw the activation, with 61% claiming it encouraged them to use WhatsApp.