Aston Martin Accelerates Tiktok Partnership
Aston Martin Aramco Cognizant Formula 1 Team (AMF1 Team) has expanded its partnership with TikTok.
Under terms of the new agreement, TikTok will continue as the ‘Official Fans’ of AMF1 Team and will now also power the I / AM A FAN campaign, which aims to shine the spotlight on the ‘global community of F1 creators, fans and enthusiasts.’
During various events throughout the year, the campaign will engage fans through five main cornerstones – content, experiences, fan feedback, inclusion, and purpose – with the goal of ‘bringing them closer to the sport than ever before.’
The I / AM A FAN campaign officially kicked off in Miami in May, and saw AMF1 driver Fernando Alonso and Team Ambassador Pedro de la Rosa meeting fans and participating in Padel tennis. The campaign has since travelled to the Spanish Grand Prix and Canadian Grand Prix in June including paddock tours, local fan meetups and race watch parties.
The campaign will next be delivered in Silverstone on 9th July for the British Grand Prix, and will also head to Las Vegas, Austin, Mexico, Singapore, and more later in the year.
As the AMF1 Team’s official creator partner, the TikTok logo has also been featured prominently on the AMF1 car on the driver’s headrest and inner Halo. The social media platform will continue to benefit from that exposure.
Harley O’Dell, TikTok Sports Marketing Lead, EU, said, “Since beginning our partnership in 2021, the AMF1 Team have leaned into TikTok and our ‘Where All Fans Play’ mantra, engaging the global creator community in innovative ways, bringing fans around the world closer to the team, and offering them experiences they can’t find anywhere else. Through our expanded partnership, we’re excited to continue working with AMF1 Team to enhance the Formula 1 experience for our community, especially through the I / AM A FAN campaign, which will see us taking fan experiences and content creation to the next level.”
Rob Bloom, Aston Martin Aramco Cognizant Formula 1 Team Chief Marketing Officer, added, “AMF1 Team has seen unprecedented fanbase growth over the last two years across every measure, from social media community to global fanbase. I / AM A FAN is the team’s way of loving fans back. We want it to be a movement that recognises and includes fans, rewarding them for their passion and loyalty. This is a shift in prioritisation from the team to the fans, changing the way sport delivers to those who love it the most.
“We’ve seen the impact of deeper fan engagement, particularly across the newer entertainment platforms such as TikTok, and we’ve also seen how the passion, enthusiasm and knowledge of the fans contributes to the exponential growth of Formula 1 itself. This campaign is about bringing like-minded fans together; a platform to celebrate unity and champion inclusion and diversity, enhancing the Formula 1 experience for everyone across the globe.”
Earlier this year AMF1 agreed a new engine deal with Honda, marking the Japanese automobile manufacturer’s formal return to Formula 1.
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